14th National MARKLOGISTICS Symposium 2024

The GATI Centre for Excellence in Logistics & Supply Chain Management, in collaboration with the ASBM School of Business, is organizing the 14th National MarkLogistics Symposium on November 9, 2024. This year’s theme, “Supply Chain Agility: Leveraging Brand Agnostic,” focuses on how organizations can maintain agility in a brand-agnostic supply chain ecosystem. The event will bring together industry professionals, academicians, and scholars to discuss innovative strategies and challenges in logistics and supply chain management. With an inaugural session and a panel discussion, this symposium offers valuable insights and networking opportunities.

The consumer is no longer just the endpoint but a dynamic force that drives the supply chain forward, influencing every twist and turn. Their actions, preferences, and communications impact many aspects of the supply chain. Nowadays, there is a noticeable shift in consumer demand patterns, moving from brand loyalty to brand agnosticism. This means consumers are making choices based on objective criteria, rather than being influenced by branding. They are increasingly brand-skeptical, choosing products based on value and efficiency rather than brand name, which calls for a more adaptive and responsive supply chain.

The ability to quickly adjust supply chains to shifting market dynamics is crucial in determining a business’s overall health and its impact on global lives. Whether it’s demand reduction, the bullwhip effect, raw material shortages, or brand agnosticism, market deviations are unpredictable and can be costly to firms.

To stay competitive and financially healthy, businesses need flexible and agile supply chains. Agility refers to the supply chain’s ability to respond efficiently and avoid knee-jerk reactions to consumer demand fluctuations. An agile supply chain can more easily accommodate these changes and adapt to market vulnerabilities and brand agnosticism without unnecessary disruptions.

A brand-agnostic approach allows businesses to optimize their strategies without the constraints of brand preferences. Supply chains leverage this characteristic to become more flexible—i.e., agile—by utilizing appropriate technology. This enables real-time decision-making about demand, supply, inventory, and other critical factors, ensuring a swift and efficient response to market changes.