ABSTRACT

In Chapter 11, we explained that supply chain integration is needed. In this chapter, we point out that supply chain integration is difficult. Organizations have to change their strategic focus. This may mean changing their technologies (online communication systems), their infrastructure (flatter organizations), and culture (empowered employees). They must also build relationships with customers and suppliers that depend on trust and shared benefits and are designed to be long lasting, not temporary expedients. As you read this company profile and the chapter in the book, think about these questions:

• Why does an organization need multiple supply chains? How do they decide how many?