Ψηφιακός μετασχηματισμός σε αλυσίδες εφοδιασμού στον κλάδο των ταχέως κινούμενων καταναλωτικών προϊόντων
Nowadays, in order to achieve the optimal organization of the Supply Chain, it is crucial for any business involved to invest in its digital transformation and therefore readjust accordingly all of its processes and consequently the flow of information between the different partners. Especially in the Fast Moving Consumer Goods (FMCG) industry, the use of new technologies and digitalization in general, enable catalytic improvements in both efficiency and productivity, while conferring a clear competitive advantage. The purpose of this master's thesis is to examine the creation of value among the members of the entire Supply Chain, as well as whether the resulting competitive advantage could be sustainable. Furthermore, two prominent companies in the above-mentioned sector that have utilized technological developments to their advantage were studied in the context of this thesis, using the qualitative research method for data collection. Specifically, necessary data were obtained through personal interviews with executives of the high-profile companies, as well as through the method of observation. Utilizing the study of the literature from early on till recently along with the results of the research carried out, some safe conclusions emerge. First, technological development facilitates the transition and continuous adaptation of businesses to the ever-evolving industry environment. In addition, the use of innovative technologies undoubtedly favors companies, as it differentiates them from their competitors, but at the same time it is not a panacea, as it can be relatively easily acquired or imitated by any company in the industry.