Insights into integration for supply chain redesign in service and product‐focused firms

Supply chain redesign involves complex competencies such as integration with suppliers and customers to create value as well as the acquisition of external information and its transformation into practices capable of producing marketable outputs. These competencies are contextually specific. In service‐focused firms, customers co‐create value in an integrative environment with the firm and its suppliers. Product‐focused firms create value in the product prior to its delivery, requiring the firm to acquire and transform customer information into value offerings. Data analysed from 711 firms in 23 countries supports two theories capable of explicating this phenomenon: value co‐creation and absorptive capacity.