The use of supply chain control tower in pharmaceutical industry to create a competitive advantage

Purpose Supply chain control tower (SCCT) has emerged as a new tool for SC management. Therefore, this study aims to investigate the impact of SCCT on the competitive advantage of the Jordanian Pharmaceutical Manufacturing (JPM) Organizations. Design/methodology/approach To actualize this study, the data are collected from 132 managers working at JPM Organizations by questionnaire. After confirming the normality, validity and reliability of the tool, descriptive analysis carried out, and the correlation between variables checked. Finally, the impact tested by multiple regressions. Findings The results show that the JPM organizations implement both SCCT elements and competitive advantage dimensions. Results show that there is a strong correlation among SCCT elements, among competitive advantage dimensions and between SCCT and competitive advantage. Finally, results indicate that SCCT has a significant positive effect on the total competitive advantage. SCCT affects quality, cost, reliability and responsiveness respectively; however, it does not have a significant effect on innovation. Research limitations/implications The current study conducted on JPM Organizations. Therefore, to check results generalizability, it is recommended to conduct such research on other industries and countries. Practical implications Managers should apply SCCT, because it provides real-time information, which is visible to all partners. Therefore, SCCT has to be included within organizations’ vision, mission, strategies and implemented in daily practices. Social implications SCCT helps to improve quality and reduce cost, which enhances the quality of life and society welfare. Originality/value This study may be considered as one of the few studies that tackle the issue of SCCT in pharmaceutical industry.