Consumer‐Centric Supply Chain Management: A Literature Review, Framework, and Research Agenda

ABSTRACT The dynamic landscape of consumer behavior is pressuring companies to adapt to rapidly evolving consumer expectations. The burgeoning interest in the supply chain management (SCM) literature toward consumer‐centric research is capturing the attention of scholars and sparking diverse calls to action. While a significant growth in SCM research has centered on consumers as the unit of analysis over the past decade, it remains necessary to improve understanding of how the role of consumers as actors within the supply chain dynamic has evolved. We aim to enhance consumer‐centric SCM research by conducting a systematic literature review that summarizes and synthesizes SCM studies that focus on consumers as the unit of analysis. Our review encompasses 174 articles from 16 leading journals. We bundle the literature based on two key trajectories: (i) major functions involved in SCM activities, and (ii) phases of the customer journey. To synthesize the literature, we develop a framework that encompasses the following elements: (i) factors influencing consumer‐centric SCM, (ii) resultant consumer‐related outcomes, and (iii) retail supply chain structures. Based on the literature review, we propose a research agenda that serves as a basis for advancing SCM research by identifying research questions that are relevant to scholars and practitioners.