“…Such integration can generate positional advantage through new product development, responsiveness, process innovation and operational excellence (Mentzer, Min, & Zacharia, 2000). Moreover, joint problem solving with key suppliers and synergistic utilization of unique complementary resources and capabilities facilitate the identification of opportunities for achieving lower relative cost as well as superior customer value positional advantages (Eltantawy, Giunipero, & Fox, 2009;Lado, Paulraj, & Chen, 2011). However, positional advantages associated with supplier integration are largely actualized as superior operational performance (Wong et al, 2011).…”