The Use of Conjoint-analysis for Measuring Preferences in Supply Chain Design

Thomas Reutterer, Herbert Kotzab

Research output: Contribution to journalJournal articleResearchpeer-review


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.
Original languageEnglish
JournalIndustrial Marketing Management
Issue number1
Pages (from-to)27-35
Number of pages9
Publication statusPublished - 2000

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