Modeling customer-centric supply chain management for sustainable competitive advantage

College of Business Administration, University of Bahrain, Sakhir, Bahrain

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Published online: 2 March 2026

Abstract

This paper presents a customer-centric supply chain management (CSCM) paradigm designed to create a sustainable competitive advantage (SCA). The proposed CSCM model seeks to enhance customer satisfaction and achieve SCA by leveraging its distinctive core competencies (DCCs). An exploratory research design has been chosen for this study, employing an exploratory approach to comprehensively examine relevant articles and books and develop a strategic model. The practical outcome of the research is an integrated model that serves as a comprehensive framework for businesses operating in highly competitive, dynamic environments to leverage DCCs and achieve sustainable competitive advantage (SCA). The multidimensional CSCM model integrates various concepts—including business process reengineering (BPR), value chain analysis, competitive strategies, and SCA—into a unified framework to help businesses navigate complex, dynamic market environments. The suggested model helps reduce order cycle times, inventory levels, and costs, while improving accuracy, efficiency, and customer service for organizations that adopt it.