Enhancing competitive advantage by constructing supply chains to achieve superior performance

This paper studies the impact of configuring supply chain design strategies on performance using real-world example of aligning different supply chain practices to supply chain strategies to achieve competitive advantage. The paper first carries out a synthesis of literature categorising the supply chain strategies, practices and linking them to contexts and competitive advantage. The paper then uses a case study methodology to explore the process of adjusting supply chain strategies and aligned practices to gain competitive advantage in different contexts. The paper reports two case examples of a leaf tobacco company and a mosquito coil manufacturer from India facing different demand characteristics and implementing different supply chain strategies for enhancing performance objectives. Both companies faced a change in their business environment and competitive priorities. In both the examples, companies used a combination of practices for implementing appropriate supply chain strategies to gain competitive advantage. This paper contributes to the academic discipline of supply chain management through developing theory showing the transition of supply chain strategies for achieving superior performance in different business environments. The paper has wide managerial implications by reporting real-life implementation of different supply chain strategies thus bridging the practice-theory gap.