Adapting to changes in the supply chain – Challenges to re-defining the supply chain for increased customer orientation and product innovation within the paper packaging industry

Supply chains are no longer to be regarded as linear constructs with definite starting and ending points, but as systems, or wholes that are to be customer driven rather than product driven. But however easy it sounds in theory industries are struggling to re-invent or re-comprehend existing business models. This paper aims to describe and identify organizational challenges to re-defining the supply chain for increased customer orientation and product innovation. The findings are based on one case study within the paper packaging industry. In conclusion four challenges are identified: Domineering Perspectives, Tools and Processes, Strategy and strategic decision and Implementation approach.

Educator and practitioner summary
It is important for academia and practice to recognize the organizational challenges to re-inventing or re-comprehending assumptions, models and tools existing in business and in theory. Using a multi-theoretical approach allows for a more holistic perspective and increased understanding of the different aspects at play when initiating and implementing change.