The social supply chain and the future high street

Fletcher, G; Greenhill, A; Griffiths, M; McLean, R

Abstract

Purpose: The paper examines how independent social and commercial activities have developed in response to the perceived decline in the UK High Street and in response to the challenges of increasing digital retailing opportunities. This examination is undertaken through the lens of the social supply chain as a means to understanding, suggesting and expanding on current research regarding retailing and the UK High Street. We reveal some of the challenges being posed by the changing patterns of growth and consumption in cities and couple these with shifting supply chain trends.

Design: A case study approach is employed to explore the rapid advances and influence of digital technologies on businesses operating on the primary business street of suburban centre, towns or cities (described in the UK collectively as the ‘high street’). The study is conducted through the analytical lens of the social supply chain.

Originality: For the purpose of this paper we use two distinct strategies relating to delivery and balancing and in relation to the actions of co-creation, co-production and co-consumption to emphasise and analyse changes currently occurring in the UK high street. We take a social supply chain management perspective to undertake a systematic critical review of the various recent efforts undertaken by local governments, communities and traders groups to revitalise the high street.

Findings: Theoretically extending the ‘social’ in the social supply chain we illustrate the usefulness of the nuanced concept of the ‘social supply chain’ with two related strategies concerning delivery and balance. These strategies are themselves interlinked with the actions of co-creation, co-production and co-consumption. Examples of social supply chain strategies presented include retail businesses giving away something as an incentive, where the underlying requirement from the customer is that they will bring their own specialist product, skill or social network to a specified location (real or virtual).

• Journal Article Type: Article
• Acceptance Date: Aug 15, 2015
• Online Publication Date: Jan 11, 2016
• Publication Date: Jan 11, 2016
• Deposit Date: Nov 24, 2015
• Publicly Available Date: Apr 5, 2016
• Journal: Supply Chain Management
• Electronic ISSN: 1359-8546
• Publisher: Emerald
• Volume: 21
• Issue: 1
• Pages: 78-91
• DOI: https://doi.org/10.1108/SCM-05-2014-0154
• Publisher URL: http://dx.doi.org/10.1108/SCM-05-2014-0154
• Related Public URLs: http://www.emeraldinsight.com/journal/scm