Product range management: a case study of supply chain operations in the European grocery industry

A particular problem for European suppliers to the grocery trade is the requirement for country or region specific product variants. A large number of local variants dramatically reduces the supply chain performance of a European supplier in the smaller markets. Focuses on the issue of product range management in European supply chain operations and its role in achieving efficient consumer response in the many regional markets within the EU. Discusses the importance for supply chain management of well‐defined roles for the product range in different markets and for different customers. Assesses the supply chain performance of a European supplier from the perspective of a regional market. Presents some alternative tactics for achieving the strategic goal of continuous supply in small regional markets.