A conceptual role interaction model for supply chain management in SMEs

Purpose – This paper aims to propose a role interaction model for understanding a supply chain orientation of small and medium scale enterprises (SMEs). Design/methodology/approach – The paper defines various role players and logic for the quantification of conceptual role model. This process enlists some 13 possible combinations of various roles and defines them on a coordinated geometry of cube. An applicability of proposed logic is demonstrated for a case of XYZ tin‐container manufacturing SME. Findings – The study provides an identification of various roles, development of role interaction model and its 13 combinations to gain insights into the supply chain management (SCM) issues of SMEs are the major contributions. Practical implications – The paper proposes a simple, logical and easy‐to‐use approach that could even be understood and applied by SMEs managers with a limited knowledge base. Originality/value – The contributions of the paper are three‐fold: it reports contemporary literature on supply chain management in SMEs, it develops a conceptual role interaction model; and it demonstrates the application of proposed approach for the real life case example.