Consumer-focused supply chains : a cross-case comparison of medicine appeal and acceptance in India, Uganda and Nigeria

Medicine adherence levels remain frustratingly static at 50% or lower (Sabaté, 2003). We believe that supply chains can contribute improvements by making appealing and acceptable medicines available to consumers. We use Service-Dominant Logic (Vargo & Lusch, 2004; Vargo & Lusch, 2008) to investigate consumption – the “last yard” of the supply chain – and empirical research performed in India, Uganda and Nigeria to assess how different populations view the formulation and packaging of Oral Rehydration Salts. The results and analysis provide new and actionable insights into medicine appeal and acceptance in the developing world