A Case Study Approach for Understanding Supply Chain Orientation in Indian Pharmaceutical Firms

Supply Chain Orientation is defined as the recognition by a company of the systematic, strategic, implications of the activities and processes involved in managing the various flows in a supply chain. Thus, a company possesses a supply chain orientation if its management (in its entirety, not just one or two individuals) can see the implications of managing the upstream and downstream flows of products, services, finances, and information across their suppliers and customers. It is prerequisite to have supply chain orientation across the companies directly connected in the chain for successful implementation of supply chain management