Coordinating the supply chain ensures supply chain members behave as a part of a unified and aligned system that delivers an end product or service to its ultimate consumer (Arshinder et al., 2011). Alignment, a factor in coordinating supply chains,
describes the linear or consistent fit between systems, processes and activities occurring between operatives, and often involves organizing supply chain incentives in such a way that they fit the requirements of the whole supply chain (Ketchen and Hult, 2007a).