Transforming supply chain operations in response to economic reform: the case of a motorcycle manufacturer in India

Economic reforms that stimulate commercial activity in semi‐industrialized nations are often associated with significant increases in demand for consumer products. This paper focuses on a description of the transformation of a motorcycle manufacturer’s supply chain in response to the recent liberalization of the Indian economy, and on insights gained from that experience. The authors believe that this organization’s success in applying supply chain management practices that are more commonly utilized in industrialized nations has wide applicability, and that it will be insightful as a role model for managers at firms facing similar challenges of integrating supply chain operations to meet surges in demand.