Flexible strategic framework for managing forces of continuity and change in supply chain management of fast food (quick service restaurant) industry

With fast changing global economic and socio-political environment and ever increasing customers' expectation companies are in dilemma as to focus on business continuity or change. The study focuses on identifying the underlying factors affecting the continuity and change forces and suggests on how the organisations in fast food sector can manage supply chain for sustainable business. A study of existing frameworks was carried out and data on underlying factors on which this study is based was generated through secondary research using published sources and primary research through focused discussion and interviews with industry experts using a structured questionnaire. A case study of multinational companies in fast food industry is given in this paper validating the framework suggested. The implications of the proposed framework for both the scholars and practicing managers are highlighted in the concluding part of the paper and can be adapted for applications in the global context.