Who is the customer? On the nature of customer representations in supply chains

Paper in proceeding, 2011

This paper investigates the notion of customer orientation in a supply chain. The analysis draw on the market studies approach (Araujo et al 2010) to look at how multiple customer meanings are (or are not) aligned by a supply chain strategy. By using empirical material of a customer ordered production study (Borgström 2010), we reflect on what constitutes customer knowledge and what processes are involved in making up this knowledge. We show how customer orientation is put into practice, what devices, metrologies and skills bring it to life, and how it is used in attempts to shape relationships in the supply chain.