Differentiated supply chain strategy : Building knowledge through case studies

Nowadays companies usually offer a wide range of products and services in various types of non-coherent business environments. It is becoming apparent that traditional ‘one-size-fits-all’ supply chain strategies does not support a wide range of products sold in a diversity of markets. Consequently, it becomes increasingly necessary to employ different manufacturing and delivery strategies concurrently in order to develop a differentiated supply chain strategy. This paper employs a descriptive multiple case study approach to illustrate how two companies has develop a differentiated supply chain strategy. Case study findings reveal that one efficient method to develop a differentiated supply chain strategy is to combine different manufacturing and delivery strategies into various supply chain solutions. By combining relatively few strategies it is possible to develop several differentiated supply chain solutions