CREATING VALUE THROUGH SUPPLY CHAIN ORCHESTRATION AS A BUSINESS MODEL.

Supply chains are widely studied as carriers of value, but their potential to create value remains underappreciated. This study conceptualizes supply chain orchestration as a business model that allows a firm to create value in a supply chain with high market uncertainty by matching demand and supply more effectively than the present norm, and without relying on product innovation. Building on contingency theory, this study theorizes supply chain orchestration and articulates three defining qualities of its activity system. Next, it describes the evolution of this business model: its creation requires architectural market knowledge; however, sustained belief in the architectural market knowledge, ironically, can hinder its adaptation to changes in the firm's environment and lead to its abandonment. The study, I hope, will promote management practice and research at the largely untapped intersection of business models and strategic supply chain management to foster novel value creation by orchestrating supply chains. [ABSTRACT FROM AUTHOR]