| Since over the last twenty years the reduction of trade barriers, the increasing liberalisation, the advancement in ICT have determined a growth in the horizontal and vertical competition among firms in the chain. Therefore, today more than ever they are pressured to develop appropriate strategies in order to become more competitive (Montgomery and Porter, 1993; Grant, 1996; Porter, 1996). However, firms nowadays no longer compete as independent entities, but as chains (Fearne, 1998; Van der Vorst et al., 1998; Sahay, 2003; Green and Inman, 2005; Green et al., 2006; Hult et al., 2007; Ketchen and Hult, 2007; Sezen, 2008) and consequently, the dynamic and mutually dependent character of relations in these chains cause a challenge for these firms towards the... |
