Customer-Oriented Supply Chain Integration in SMEs

In today´s demand-driven economy, enterprises should pay more attention to customer needs, and use the market information to impenetrate all processes to make the products/service satisfy the customer needs more efficiently and effectively. In order to satisfy the needs of customer and improve the performance of organization, managers(often in partnership with consultants) have resorted to a variety of new methodologies and techniques. As the concept of supply chain(SC) becomes widely accepted, supply chain integration(SCI) is gaining more attention among both academics and practitioners, especially for small to medium-sized enterprises(SMEs). The SCI includes internal integration, supplier integration and customer integration. This article used the key components that should be considered when integrate SC in SMEs. In the case of ADairy, after the integration of customer-oriented SC, its performance improved greatly.