Abstract:
Supply chain management has a critical role in steering business success through coordinated
activities of the value chain partners. The success of fast-moving consumer goods companies
(FMCGs) has a direct relationship with the performance of the leading retailers, which are
their main channel of distribution. The supply chain of the leading South African food FMCGs
and the corresponding retail chain stores was studied with the aim of establishing that
collaboration and integration enhanced the response to the customers’ requirements. The
study was grounded on collaboration and integration theory, and a qualitative research
methodology was used. Non-probability sampling was used, and senior managers selected
from the two types of firms were interviewed. The data collected was transcribed, coded and
thematically interpreted using content analysis. The outcome of the study indicated that
supply chain collaboration and integration of the FMCG retailers, enhanced response to the
customers’ requirements.
