The quest for business process reengineering opportunities as a mean to sustain or acquire competitive advantage: case Danone djurdjura Algeria

Abstract

Holding an utmost end goal of a case for action triggering, this study was geared towards the revelation of Danone Djurdjuras' business processes manifesting the need for a reengineering initiative so as to eventually improve the company's competitive advantage. For such, a fixed convergent mixed method research design was carried implying ergo the parallel quantitative/ qualitative data collection and analysis of side-by-side themes (business process reengineering key success factors, reengineering opportunities - via dysfunction/ importance criterion - and competitive advantage). Considering the ambitious corrival rather than critical state along with the company's transcending quality and innovation, in contrast with other competitive dimensions such as cost/ delivery and flexibility, managers refuted the current radical change necessity. However, survey results checked divergently with great frequency majority of dysfunctional symptoms approving additionally the need for grand scale process alteration. With some insinuations to review a certain set of processes, any further potential reengineering initiative would have continuous improvement and change management along with its variants as convergently favorable key success factors, unlike discipline unfamiliarity and rejection of the information technology inductive thinking.