Chulalongkorn University Theses and Dissertations (Chula ETD)

Year (A.D.)


Document Type

Independent Study

First Advisor

Chairat Aemkulwat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Efficient Consumer Response (ECR) as the common extension of JIT in supply chain management, which intends to manage the integrated supply chain and create product in fluent way via the supply chain between retail and supplier by new technology to meet consumer satisfaction efficiently with lower cost. According to the ECR theory, it shows that ECR Model contains four main pillars including assortment, promotion, replenishment, and new product introduction. On basis of ECR Thailand, retail needs to collaborate with suppliers through new technology and information share when catering to satisfy customer at lower cost. Moreover, this paper uses ECR theories to investigate and show how Big C implements ECR model to manage its supply chain on basis of customer needs and satisfaction. Accordingly, it is found that collaboration and information share play the fundamental factors in ECR Model. Retailer cooperate with suppliers through goods and services to create a outstanding customer advantage than other competitors, and ECR model transmits information through the supply chain, and each participant co-operates in moving products to customer efficiently.

Included in

Economics Commons



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