Purpose
Much has been written about the need to align the supply chain with the product/market but it has proved, elusive especially in response to a supply change transitions. The purpose of this paper is to review the established theoretical models before considering how the realignment process can be better supported in the light of a longitudinal study.
Design/methodology/approach
This paper uses a single apparel case where data were gathered over a five-year period involving multiple site visits, management interviews and archival data across three echelons of the supply chain. Repeated visits enabled the collection of contemporary evidence and the development and testing of the causal relationships. This case was part of a multi-case research project that explored the causal relationship between variation, uncertainty, performance trade-offs and buffering mechanisms (time, capacity and inventory).
Findings
The case analysis demonstrates how established theory and causal reasoning can be used to explain the trade-off oscillations that characterised this case. As with earlier studies, local cost considerations predominated, interspersed with strategic countermeasures. Fisher’s (1997) concept of coordinated strategies is shown to provide an effective means of clarifying the trade-off implications of the transition in support of proactive realignment. This concept is discussed in relation to other cases and literature before proposing how this could be developed and used as a basis for further research.
Research limitations/implications
This research was limited to a single case and although this involving several transitions the findings require further testing.
Practical implications
Supply chain redesign is of growing importance and with it the need to more effectively manage such transitions. This paper clarifies the need for supply chain orientation and offers means of clarifying the implications of such transitions to management.
Originality/value
This paper provides case evidence of the underlying operations management issues and the associated analysis.
