Differentiation vs. standardisation in supply chain segmentation: a quantitative study

The key value proposition of supply chain segmentation is to differentiate supply chains through a reasonable number of segments in order to gain a level of standardisation and avoid managerial complexity incurred in fully customised supply chains. The decision on how products are grouped into segments is at the core of a successful implementation. A fundamental trade-off in this decision-making process is between higher differentiation by having small group sizes and higher standardisation from a smaller number of groups. In this manuscript, we implement segmentation on supply chain configurations and investigate the trade-off by analysing several network scenarios. We use optimisation models for each scenario to align decisions of segment formation and supply chain configurations. We show that divergences in demand characteristics, geographic difference, and cost synergy such as pooling effect have impacts on the balance of standardisation and differentiation.