Navigating turbulent global markets for Chinese global firms: a conceptual framework for managing dynamic supply chain complexity

Purpose This study aims to develop a conceptual framework to examine how Chinese global firms manage supply chain complexity in volatile global markets. It explores strategic approaches for mitigating risks associated with geopolitical uncertainties, regulatory disruptions and market fluctuations. Design/methodology/approach Using an empirical descriptive-comparative analysis approach, this study investigates seven major Chinese firms expanding into North America, Europe and emerging markets. It integrates both qualitative and quantitative data to analyze how these firms respond to external pressures such as geopolitical tensions, regulatory challenges and dynamic demand patterns. The analytical framework links market adaptation strategies to operational adaptability and ultimately to competitive advantage, providing a structured lens for understanding firm-level strategic responses in complex global environments. Findings This study identifies critical mechanisms driving strategic adaptation in global supply chains. Specifically, it highlights how Chinese firms leverage portfolio expansion, value-driven innovation and operational agility to maintain resilience and sustain competitive advantage. Findings demonstrate that effective supply chain strategies such as responsive demand adaptation, modular production and digital transformation enhance market performance despite heightened uncertainties. Practical implications This research provides strategic insights for business leaders and policymakers to strengthen supply chain resilience and competitive positioning. By emphasizing supply chain agility, adaptive sourcing and innovation-driven operational models, this study offers a framework for mitigating disruptions and sustaining long-term growth. Originality/value A novel conceptual framework integrates strategic market orientation and supply chain agility to enhance market performance. This research highlights the unique challenges and adaptive strategies that major Chinese firms use to survive and thrive in both advanced and emerging markets.