“…Existing literature is consistent, both theoretically and empirically, in advancing four competitive priorities: cost, reliability, speed, and flexibility (Swafford, Ghosh, & Murthy, 2006;Ward, McCreery, Ritzman, & Sharma, 1998). More recently, innovation and collaboration have emerged to extend the view of the value creation process; collaboration, in particular, has been widely recognized (Corsten & Kumar, 2005) and some argue will become increasingly important (Ogden, Petersen, Carter, & Monczka, 2005).…”