Exploring the supply chain agility attributes in fast moving consumer goods industry: A case study in the Middle East

Abstract

During the 1990s, supply chain management and agility have both received great attention. This is due to the fact that the business market place is characterized by being highly dynamic and complex. This paper aims to explore the need and the attributes of supply chain agility in FMCG business industry working in the Middle East markets. A case study of a multinational company working in the Middle East was chosen, where it faces the challenges of its business environment and its rapid changes in its markets. The findings show the case study supply chain working within such type of industry needs to be agile and that the attributes required for achieving agility within FMCGs supply chain includes: responsiveness; Customer service; flexibility; innovation; speed; quality; efficiency; and responsible people thinking.