Continued value creation is paramount for the survival of firms competing in today's high velocity global business environment. This paper presents a framework for understanding how firms can create and capture value within such an environment by exploiting both performance gaps and opportunity gaps through the development and use of flexible supply chain architectures. The choice of flexible organizational architecture allows for the continued reconfiguration of the independent modular components so as to achieve optimal leverage of both the firms core competences as well as their collaborative partners complementary resources. The case of Cellars of Canterbury, a New Zealand wine marketing and distribution cooperative provides empirical support.
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