Exploring supply chain agility in the FMCG industry

The aim of this paper is to identify the core attributes supply chain agility within fast-moving consumer goods (FMCG) industry. Despite operating in type environment characterised by high levels complexity, dynamism and uncertainty that purported help companies address, FMCG industry has not received specific attention researchers. Moreover, study contributes literature responding calls for refinements our understanding unconstrained prior assumptions about manufacturing or organisational qualitative approaches can provide, use dyadic data. Accordingly, a case multinational company Middle East was undertaken with data primarily collected through semi-structured interviews. findings confirm salience context underpin its effective deployment are identified. also examining first time context.