Abstract
Continuity and change are key paradigms of strategic thinking. Most of the literature has focused on strategic change and gradual transformation. Dealing with flexibility, continuity and change has been an area of growing interest to researchers and business organisations to cope with the uncertainty. Outbound automotive supply chain, involving large dealer network, third party logistics and multimode transportation, has become very complex. Vehicle recall, hence, reverse supply chain, has now become common and needs to be included in any strategy for outbound supply chain. This research work focuses on study of outbound supply chain of the largest automotive company in India and understanding how they are coping up with the forces of continuity and change. Based on this research, the aim is to develop a flexible strategic framework for effectively managing forces of continuity and change in outbound supply chains, which can be applied to other similar organisations.
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