Supply Chain Collaboration and Performance in the Moroccan Context: Qualitative Study

The environment’s intensive competition resulted from a rapid change of demand. Companies are depending on their partners in the supply chain to increase their competitiveness. As the joint created value leads to collaborative advantage, the quest for the individual added value is not tempting. The jointly developed advantage generates more lasting rewards for all parties involved in the collaboration activities. This study identifies some insights into laboratory-wholesaler collaboration activities. This paper lies in proving a deep understanding of how supply chain performance is captured. Throughout process innovations resulting from collaborative efforts in the pharmaceutical sector, higher benefits can be acquired. A qualitative approach was followed. Semi-structured interviews were conducted. Ten pharmaceutical practitioners were interviewed. Data was analyzed using Iramuteq software. The descriptive and content analysis revealed four main themes that provide insights into how pharmaceutical companies collaborate and how these coworking efforts result in process innovations in the supply chain. Findings indicated that while collaboration improves supply chain performance, process innovation resulting from collaborative practices can lead to superior benefits for the whole chain. This research revealed insights regarding supply chain performance drivers in the pharmaceutical supply chain, constrained by high regulations.