The purpose of this paper is to investigate the alignment between product design and the supply chain and to identify how this alignment impacts on a firm's supply chain responsiveness and resilience. An in-depth case study methodology was adopted to uncover the strategies undertaken by one of the UK's fastest growing fashion retailers to create a competitive advantage.

Supply Chain Management: an International Journal, Vol. 17, No. 3, pp. 323-336
Autori: Omera Khan, Martin Christopher, Alessandro Creazza