In recent years a growing body of research has focused on coordinating product, process and supply chain decisions in order to meet customers' increasing demand for variety. Because of the importance of this approach, as well as its novelty, we aimed to conduct a comprehensive literature review of published papers and make some propositions for future research. The published material has been ... [Show full abstract] collected from credible and related journals and has been reviewed and analyzed from different aspects. Finally some suggestions are proposed to be considered in conducting future studies. Industry-specific and implementation-oriented studies, incorporating the real complexities and uncertainties of the business environment, and pay more attention to downstream supply chain management are the main propositions of this paper for future research.