A system dynamics approach for perishable product inventory management in FMCG supply chains considering passion branding via sustainability principles: case of Iranian dairy supply chain

Nowadays managers do not wonder about making brands passionate instead of simply focusing on sales. Whileall the energy is geared towards making sales enhanced, the way consumers feel about brands is a proven driver ofsales. Results of this study show that being duty-bounded to sustainability principles and let society knows that willattract more consumers and enhance story-telling level in FMCG industry. As a result, total ice-cream supply chain isdepicted via System Dynamics (SD) in order to clarify the comprehensive image of supply chain to make it possible tomanage consumer entrance rate while controlling risk of deterioration and risk of imprecise demand forecasting indifferent parts of supply chain. This helps managers of similar supply chains to set suitable goals in branding and supplychain cohesion making by opening on-time data throughout supply chain.

Keywords:

Brand Passion , FMCG Industry , Open Data , Supply Chain Management , Sustainability , System Dynamics