Guiding Digital Transformation and Collaborative Knowledge Creation in the Pharmaceutical Supply Chain Through Action Research

Digital transformation initiatives in supply chain require a sector-level approach, involving multiple stakeholders. This implies the development of new models for successful implementation that move beyond the dyadic relationship level and that fosters collaboration mechanisms in multi-stakeholder and multi-level systems. This study applies an insider action research approach to the implementation of the EU system for product traceability in the pharmaceutical supply chain, the EU falsified medicines directive, focusing on stakeholder orientation's alignment. The study identifies how to overcome obstacles to the effective governance of multi-stakeholder digital transformation in supply chains. It proposes new pre-cycle and monitoring mechanisms to use in AR, highlighting the importance of formal structures to foster informal governance and relationships among different stakeholders and introducing the notion of deliberative capacity. Practical implications for managers of companies and organizations at different levels of the supply chain are discussed, illustrating the practical outcomes of the pan-European project.