ALIGNING BUSINESS STRATEGY WITH THE SUPPLY PROCESS THROUGH EFFECTIVE SUPPLY CHAIN COLLABORATION

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The alignment of the product strategy with the supply chain process is a key for the firm to adopt a strategic behavior enabling competitive value creation over time. Collaborative efforts to coordinate involved activity units are necessary for this strategic alignment. But it is often mentioned that there are difficulties to implement such collaborative efforts. Those difficulties come from organizational barriers and uncertainties related to potential performances by the alignment of the product strategy with the process. In this study we focus on how to reduce the uncertainties in the supply chain process based on actual successful collaboration cases. The cases are drawn from the digital still camera market involving high uncertainties, especially the demand uncertainty. We will suggest that the collaborative efforts should be implemented systematically under a normative perspective that contributes to the reduction of the uncertainties in order to secure the competitive alignment over time.

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