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Question: Laudon & Laudon (2021) state “The Internet and Internet technology make it possible to move from sequential supply chains…to concurrent supply chains.” (p.380)

24 Apr 2024,6:26 PM


Laudon & Laudon (2021) state “The Internet and Internet technology make it possible to move from sequential supply chains…to concurrent supply chains.” (p.380). Given this statement, critically assess how companies effectively make use of available technologies to efficiently manage their supply chains and provide a superior value proposition to their customers. Your answer should also consider any potential or actual associated difficulties and/or issues.


Suggested Outline

Title Page Introduction

  • Introduce the critical role of supply chain management in today's digital era.
  • Outline the main objectives of the paper.


Analysis of the Statement

  • Critically assess Laudon & Laudon’s assertion regarding the transition from sequential to concurrent supply chains.
  • Support your critique with data, examples, and arguments from relevant literature.

Evaluation of Technology in Supply Chains

  • Discuss how companies use the Internet and related technologies to optimize their supply chains.
  • Include examples of the benefits of technology implementation.

Value Proposition Analysis

  • Analyze how technology-enhanced supply chains can improve a company's customer value proposition.
  • Provide examples of companies successfully enhancing their value proposition through technology.

Challenges and Issues

  • Examine possible issues in supply chains resulting from technological advancements.
  • These may include issues like cybersecurity risks, high implementation costs, and more.


  • Summarize the key points discussed in the paper.


  • List all academic references and publications cited in your paper. APA 7th.

Appendices (if necessary)



Supply chain management (SCM) stands at the core of modern business operations, particularly in the digital age where the internet and related technologies have revolutionized the landscape. Laudon & Laudon (2021) highlight the transformative potential of these technologies, suggesting a shift from sequential to concurrent supply chains. This essay critically assesses this assertion, exploring how companies leverage available technologies to efficiently manage their supply chains and deliver superior value propositions to their customers. Through a comprehensive analysis, this paper aims to elucidate the key role of technology in modern supply chain management, its impact on enhancing value propositions, and the associated challenges.


Analysis of the Statement

Laudon & Laudon's assertion regarding the transition from sequential to concurrent supply chains suggests a paradigm shift enabled by internet technology. Traditionally, supply chains operated sequentially, with each stage completing before the next began. However, the advent of digital technologies has facilitated concurrent operations, where various stages of the supply chain can operate simultaneously, leading to increased efficiency and responsiveness (Christopher, 2016).

This transition is exemplified by the concept of real-time supply chain management, where companies utilize technologies such as IoT sensors, RFID tags, and advanced analytics to gather and process data instantaneously, enabling proactive decision-making and rapid responses to changes in demand or supply (Ivanov & Dolgui, 2020). For instance, Amazon employs predictive analytics to forecast demand and optimize inventory levels, thereby minimizing stockouts and reducing lead times (Wu et al., 2019).

Evaluation of Technology in Supply Chains

Companies leverage the internet and related technologies in various ways to optimize their supply chains. One key application is in inventory management, where technologies such as RFID and barcode scanning enable real-time tracking of inventory levels, leading to improved accuracy and reduced stockouts (Chopra & Meindl, 2016). Additionally, cloud-based SCM systems facilitate seamless collaboration and information sharing among supply chain partners, enhancing visibility and coordination (Tang et al., 2019).

Moreover, automation plays a crucial role in streamlining supply chain processes, from order fulfillment to transportation. Companies like Tesla utilize automated warehouses and autonomous vehicles to accelerate order processing and reduce delivery times (Fernie & Sparks, 2014). Furthermore, AI-powered demand forecasting algorithms enable companies to anticipate customer demand more accurately, optimizing production schedules and inventory levels (Wamba et al., 2017).

Value Proposition Analysis

Technology-enhanced supply chains contribute significantly to improving a company's customer value proposition. By leveraging real-time data and analytics, companies can offer personalized products and services tailored to individual customer preferences (Puschmann & Alt, 2016). For example, Nike's direct-to-consumer model utilizes customer data to offer personalized product recommendations and design custom footwear, enhancing customer satisfaction and loyalty (Davenport & Ronanki, 2018).

Furthermore, technology enables companies to provide greater transparency and visibility into their supply chains, allowing customers to track the journey of their products from manufacturing to delivery. For instance, blockchain technology is being used by companies like Walmart to trace the origin of products and verify their authenticity, thereby enhancing trust and brand reputation (Ivanov et al., 2020).

Challenges and Issues

Despite the benefits, technology implementation in supply chains presents several challenges and issues. One significant concern is cybersecurity risks, as interconnected systems are vulnerable to cyber-attacks and data breaches (Talluri & Narasimhan, 2019). A breach in a company's supply chain can have far-reaching consequences, leading to disruptions in operations and potential loss of sensitive information.

Moreover, the high costs associated with implementing and maintaining advanced technologies pose a barrier to entry for smaller companies, widening the digital divide in supply chain management (Kearney, 2019). Additionally, the rapid pace of technological change requires companies to continuously upgrade their systems and skills, posing challenges in terms of resource allocation and talent acquisition (Schneider & Wallenburg, 2012).


In conclusion, technology plays a pivotal role in transforming supply chain management, enabling companies to transition from sequential to concurrent operations. By leveraging the internet and related technologies, companies can optimize their supply chains, enhance their value propositions, and deliver superior customer experiences. However, the adoption of technology also presents challenges, including cybersecurity risks, high implementation costs, and the need for continuous innovation. Despite these challenges, companies that effectively harness technology stand to gain a competitive edge in today's digital economy.


Christopher, M. (2016). Logistics & Supply Chain Management. Pearson UK.

Chopra, S., & Meindl, P. (2016). Supply Chain Management: Strategy, Planning, and Operation. Pearson Education.

Davenport, T. H., & Ronanki, R. (2018). Artificial Intelligence for the Real World. Harvard Business Review.

Fernie, J., & Sparks, L. (2014). Logistics and Retail Management: Emerging Issues and New Challenges in the Retail Supply Chain. Kogan Page Publishers.

Ivanov, D., & Dolgui, A. (2020). A digital supply chain twin for managing the disruption risks and resilience in the era of Industry 4.0. Production Planning & Control, 31(10), 814-823.

Ivanov, D., Das, A., & Choi, T. M. (2020). Digital and supply chain twins: A new era of digital supply chain management. International Journal of Production Research, 58(4), 1011-1016.

Kearney. (2019). Digital Transformation: A Roadmap for Billion-Dollar Organizations. Kearney.

Laudon, K. C., & Laudon, J. P. (2021). Management Information Systems: Managing the Digital Firm (17th ed.). Pearson.

Puschmann, T., & Alt, R. (2016). Sharing economy. Business & Information Systems Engineering, 58(2), 93-99.

Schneider, C., & Wallenburg, C. M. (2012). Implementing supply chain management in the context of social sustainability: Literature review and conceptual framework. Supply Chain Management: An International Journal, 17(6), 683-698.

Talluri, S., & Narasimhan, R. (2019). Risk Management in Supply Chain: Onit Approach. CRC Press.

Tang, O., Musa, S. N., & Jha, S. (2019). A critical review of the recent literature on supply chain management and its implications for logistics providers. Transportation Research Part E: Logistics and Transportation Review, 122, 175-194.

Wamba, S. F., Akter, S., Edwards, A., Chopin, G., & Gnanzou, D. (2017). How ‘big data’ can make big impact: Findings from a systematic review and a longitudinal case study. International Journal of Production Economics, 183, 399-412.

Wu, W. W., Chen, J. C., & Zhang, Q. (2019). The impact of big data analytics on firms’ high value business performance. The Journal of Strategic Information Systems, 28(4), 287-308.

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