Antecedents of supply chain visibility in retail supply chains: A resource‐based theory perspective

Abstract Although visibility has become a popular buzzword in the supply chain literature it remains an ill‐defined and poorly understood concept. It is assumed that if companies across supply chains have visibility of demand, inventory levels, processes, etc., that organizational performance improves. This research explores the antecedents of high levels of supply chain visibility from a resource‐based theory perspective across five different external supply chain linkages. We find that the level of visibility across these linkages differs considerably based on various contributing factors which are both technology and non‐technology based. Using resource‐based theory, we identify those factors that can give a sustainable competitive advantage to a supply chain linkage through a “distinctive” or high level of visibility.