“…The Just in Time (JIT) supply chain has attracted increasing interest from operations management scholars (Tseng, Wee, Reong & Wu, 2019;Chung, Talluri, Kovács, 2018;Yao & Hsu, 2018). JIT provides companies with numerous advantages, including reduced costs, reduced inventory, improved product quality, shorter lead times, increased responsiveness, reduced waste, increased customer satisfaction, and superior competitive advantage (Heizer, Render & Munson, 2016;Mas'udin & Kamara, 2018;Dieste, Panizzolo & Garza-Reyes, 2021). Finally, the fulfillment of the promise to the customer, the customer value proposition (CVP) is a strategic tool that companies use to communicate how they aim to deliver value to their customers as one of the most widely used terms in business (Payne, Frow and Eggert, 2017;Hao, Liu & Goh, 2021).…”