To better understand the activities which are involved in upstream differentiation and through which suppliers can develop a manufacturer, consumer and government regulation; 13 Wood and Lynch in the Journal of Consumer Research, propose that a form of value chain invention and end-user constituencies advantage and other shareholder value are all useful in separating the business system into a series of value-generating activities which they referred to as the value chain. 24 In his research work; Rossiter and Percy (2002), Advances in Consumer Research, introduces an original generic value of a chain model which comprises of sequences of activities which they found out to be common to a wide range of manufacturing firms with an aim of maintaining all the government regulations. 24
They therefore conclude that the goals and objectives of these activities is to offer the customer with a profit margin, that is to mean; having a level of value that exceeds the cost of the activities. 24, 25 On the other hand, laws should be put in place to ensure that in relation to supplier inbound Logistics: receiving and warehousing of raw materials and their distribution to manufacturing; 19 their operations (the processes of transforming inputs into finished products and services) and outbound Logistics: warehousing and distribution of finished goods. Marketing & Sales: (identification of customer needs and the generation of sales. Service: the support of customers after the products and services are sold to them; 26 both should meet all government regulations on the certification of upstream traceability, citing the above discussed importance which they hold in the brand’s success.
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