Estado actual de la investigación sobre Segmentación de clientes y Flexibilidad de la cadena de suministroel desafío futuro de la Microsegmentación

  1. Luciano Romualdo Novais 1
  2. Juan Manuel Maqueira 2
  3. Ángel Ortiz Bas 1
  1. 1 Universidad Politécnica de Valencia. España
  2. 2 Universidad de Jaén. España
Revista:
Dirección y organización: Revista de dirección, organización y administración de empresas

ISSN: 1132-175X

Año de publicación: 2017

Número: 62

Páginas: 16-34

Tipo: Artículo

DOI: 10.37610/DYO.V0I0.507 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Dirección y organización: Revista de dirección, organización y administración de empresas

Resumen

Este artículo analiza el estado actual de la investigación sobre la Segmentación de Clientes (SC) y la Flexibilidad de la Cadena de Suministro (FCS). Para ello se realiza una revisión sistemática de 38 artículos que tratan sobre la relación entre SC y FCS. A partir de este análisis se destaca el consenso sobre la existencia de una relación positiva entre SC y FCS. También se destaca el desafío futuro que presenta la investigación sobre la utilización de estrategias de Microsegmentación de Clientes (MSC), como son la personalización y personalización en masa, como respuesta productiva a la necesidad de FCS.

Información de financiación

Esta investigación ha sido realizada con el apoyo del Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) de Brasil y del Ministerio español de Economía y Competitividad a través del proyecto de investigación ECO2015-65874-P.

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