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Abstract

This research explores supply chain network considerations for the e-commerce business of Ralph Lauren in Canada. The company’s strategic objective of elevating the brand is at the core of our research while recommending possible supply chain network considerations. This leads to recommendations on how to build a successful website for a luxury goods e-retail channel, including suggestions on projecting the luxury image online and on customer-facing features on the website in line with the company objectives. Also, the supply chain network should be reshaped to accommodate these changes.

Authors: Dilek Tansoy and Yi Linn Teo
Advisor: Dr. Roberto Perez-Franco

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