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Birota: Pedaling Through Supply Chain Complexity

In: Pedagogical Case Studies in Purchasing and Supply Management

Author

Listed:
  • Stefania Boscari

    (University of Groningen, Faculty of Economic and Business, Operations Department)

  • Dirk Pieter van Donk

    (University of Groningen, Faculty of Economic and Business, Operations Department)

  • Sanne Wolf

    (University of Groningen, Faculty of Economic and Business, Operations Department)

Abstract

Birota, a mid-sized French manufacturer of professional and retail road bikes, is navigating a series of strategic and operational challenges as it seeks to align its global supply chain with a diverse product portfolio and shifting market conditions. Students are asked to assess Birota’s supply chain structure, identify and justify its decoupling point(s), classify its products, and evaluate whether the current supply chain strategies are appropriate. They also compare Birota’s supply chain to those of competitors, analyze the alignment between marketing and purchasing functions, and assess supply chain risks and resilience in the context of growing sustainability pressures. The case encourages the application of foundational supply chain theories while confronting students with the complexities of real-world decision-making.

Suggested Citation

  • Stefania Boscari & Dirk Pieter van Donk & Sanne Wolf, 2026. "Birota: Pedaling Through Supply Chain Complexity," Springer Books, in: Morgane Fritz & Laurence Viale & Stephen Kelly & Vikas Kumar (ed.), Pedagogical Case Studies in Purchasing and Supply Management, pages 123-138, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-12235-3_7
    DOI: 10.1007/978-3-032-12235-3_7
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