The intense competition in the current marketplace has forced firms to reexamine their methods of doing business. The US manufactures have struggled with growing trade deficits and outsourced operations, while strong market competitors have emerged, using superior manufacturing practices in the form of just-in-time (JIT) and continuous process improvement. Although proponents cite the many benefits of JIT adoption, its implementation rate in the US has been relatively conservative. This study uses survey responses from executive at 95 JIT-practicing firms to better understand the benefits that firms have experienced through JIT adoption, and wheather a more comprehensive implementation is worthwhile. The research results demonstrate that implementating the quality, continous improvment, and waste reduction practices embodied in the JIT philosophy can enhance firm competitivness. JIT implementation improves performance through lower inventory levels, reduce quality costs, and greater customer responsiveness. This study indicates that JIT is a vital manufacturing strategy to build and sustain competitive advantage.