Supply chain network reconfiguration in new products launching phase

This paper examines the impact of new products launch on the optimal supply chain network (SCN). We formulate a stochastic mixed integer nonlinear model that considers product demand and price uncertainties in the markets to optimally reconfigure the SCN. In addition, the correlation between demand and price is considered in the proposed model. The integration of network redesign and new products development (NPD) process is intended to propose a framework to define target markets for each new product respecting demand and maximisation of the profit of the company. A numerical case study is used to illustrate the applicability of the proposed mathematical model.