Robustness of the Logistic Strategy Framework in Post-COVID-19 Environment: An Empirical Study of Indian Enterprises

Although testing the Bowersox and Daugherty (B&D) (1987) typology in international markets have provided valuable insights into the model’s relevance in logistics, literature has not re-examined the B&D model’s effectiveness during the post-pandemic business environments. The current research examines the robustness of the B&D logistics strategy framework during the post-COVID-19 Indian market environment. Using a structured questionnaire, the data for this study (n=372) was collected from the executives whose main job responsibility was related to distribution/logistics decisions in micro and small-sized (MSEs) manufacturers in India. Based on the conceptual relationships identified in the B&D typology, we used structural equation modeling to test the study hypotheses. Results show that overall logistics strategy comprised of three strategic priorities positively influences firms’ competitive responsiveness through the logistics coordination effectiveness and customer service commitment route, supporting the robustness of the model in the post COVID-19 environment. Effective logistics strategy does not occur in isolation. Emphasis in coordination and customer service must occur for a well thought out logistics strategy (process, market, and information orientation) to improve organizational competitive responsiveness in the context of Indian MSEs. This study contributes to the literature by providing empirical support for the validity and the robustness of the B&D logistics strategy model during the post COVID-19 environment in an emerging market.