“…Numerous factors contribute to complexity, including demand uncertainty, volatile supply markets and increased product variety. Our focus is on product variety, as in many cases the capability to provide a range of products has become a key (and often prerequisite) competitive factor as firms seek to differentiate and often customise their products in the marketplace (Gilbert, Jager, Deffuant & Adjali, 2007;Ho & Tang, 1998). In addressing 'complexity', researchers have found it useful to distinguish between 'complexity' arising from the number of components (or actors) in a system and 'dynamic complexity' arising from unpredictability or variability (Bozarth, Warsing, Flynn, & Flynn, 2009).…”