In this paper we introduce the methodology of conjoint-analysis as an appropriate tool to evaluate the preferences and expectations of supply chain managers in designing a supply chain. Our study is based on 41 personal interviews, conducted among Austrian supply chain managers. Due to the considerable heterogeneity of the sample respondents, the assumption of a single “correct” supply chain design appears doubtful. According to our results four different types of supply chain designs were derived. In conclusion, the use of conjoint-analysis offers a promising tool to generate information in the way logistics managers design different versions of supply chains.
Reutterer, T., & Kotzab, H. (2000). The Use of Conjoint-analysis for Measuring Preferences in Supply Chain Design. Industrial Marketing Management, 29(1), 27-35. https://doi.org/10.1016/S0019-8501(99)00109-1