Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has penned an article in The Hindu BusinessLine titled Supply Resilience: From Sea Lanes to Store Shelves.
In this article Sathya Ram examines how blockade-induced supply crunches can affect brands, not merely as operational disruptions but as potential marketing and reputation challenges. It draws historical parallels from the fall of Constantinople in the 15th century to Napoleon Bonaparte’s Continental System and its consequences. It also looks at the issue through a marketing lens, with industry lessons from Toyota’s response to the 2011 earthquake and Nokia’s agility during a supply disruption in 2000, which helped protect critical product launches. The article concludes with two important questions that can help managers prevent a supply chain issue from escalating into a brand crisis.
