Supply chain strategy in a global paper manufacturing company: a case study

Abstract

Purpose The purpose of this paper is to analyze the relationship between corporate and supply chain strategy, as well as its implementation in a multinational paper producing company. Traditionally paper producing companies have had a strong interest in developing a physical infrastructure for their customer deliveries. However, supply chain thinking is still an unstructured issue in the case company. Design/methodology/approach This research work is mainly based on the case company's strategy material and interviews with senior management, is mainly qualitative and is based on a constructive research approach aimed at trying to find a workable and forward looking solution based on the three strategies. Findings The core findings concern the individual business division strategies, which jointly comprise the corporate strategy. Some of the business divisions do have a certain amount of supply chain management aims in their strategies. Furthermore, there is no real corporate supply chain strategy. Research limitations/implications The research was conducted at a company with strong presence in Northern Europe, which limits its applicability. Thus, the research results mainly reflect a Northern European business environment and cannot be generalized on a global level. Practical implications The conclusions of the research work include a recommendation for a new management model for the corporate supply chain strategy, which is based on cooperation between the business divisions and logistics organization. Originality/value The value of this paper is based on the practical analysis of the case company's business divisions' strategies and interactivity between the logistics organization and the implementation of its strategy.

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