Marketing Essentials: How Consumer Technology Marketers Can Use Supply Chain Risk Management



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The supply chain and marketing are closely linked, and any risks to the supply chain can jeopardize marketing's promise to the customer. Consumer technology marketers need to get involved in managing supply chain risk.

Table of Contents

  • Analysis
    • 1.0 Introduction
      • 1.1 Why Marketers Need to Understand the Supply Chain
      • 1.2 Challenge
      • 1.3 Implications
    • 2.0 Background and Context
      • 2.1 Defining Consumer Technology Products
      • 2.2 Defining Supply Chain Management
    • 3.0 Best Practice
      • 3.1 Step 1: Implement Risk Management Structures
      • 3.2 Step 2: Identify and Rate Risks
      • 3.3 Step 3: Control and Mitigate Risks
    • Bringing the Steps Together
    • References and Methodology
    • Conclusions
  • Recommended Reading
© 2009 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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