Robotics and automation (RA) technology has played important roles along its supply chain in Thailand. The RA roles primarily support industries such as enhancing productivity and raising quality of life. They have positive effects on macro-economy, society, and education. Their performance are managed using a few measures (i.e. financial and non-financial perspectives) often generated by a strategic map. It is designed through a tool of balanced scorecard (BSC). However, BSC is criticized as limitations because of unidirectional causality and internal focus. They are overcome by a causal linkage-based strategic map design along the RA supply chain. Its conceptual framework is proposed in this paper purposing to causally link the RA strategies to performance. The causal linkages contribute to identify their root causes leveraging the RA vision and mission. This contribution is useful for policy makers to set RA strategies interrelated systematically along the supply chain stages.