Conceptual framework for agent-based modeling of customer-oriented supply networks

Supply Networks (SN) are complex systems involving the interaction of different actors, very often, with different objectives and goals. Among the different existing modeling approaches, agent-based systems can properly represent the autonomous behavior of SN links and, simultaneously, observe the general response of the system as a result of individual actions. Most of research using agent-based modeling in SN focuses on production issues. To the best of our knowledge, other relevant issues affecting SN competitiveness have not been fully studied such as the impact of customer’s individual behavior or SN adaptability to changes in customer choices due to his/her decision-making context. In such a context, simulating SN oriented to the customer with context adaptability skills will allow researchers and practitioners to better look at ways to improve the relations between the SN and its customers, as well as to enhance SN’s competitiveness. This paper presents our work in process about the design of an agent-based model of customer-oriented supply networks. Our focus is on the inclusion of the customer’s purchase decision-making process and the SN adaptability. A preliminary model is developed based on a real-life case study from the floriculture sector in Colombia.