ABSTRACT
The effective management of the customer has become the dominant objective for Þrms seeking to sustain leadership in their markets and industries. With their expectations set by world class companies and interactive technologies, today’s customers are demanding to be treated as unique individuals and requiring their supply chains to consistently provide high-quality, conÞgurable combinations of products, services, and information that are capable of evolving as their needs change. Companies know that, unless they can structure agile infrastructures and supply chains that can guarantee personalization, quick-response delivery, and the ability to provide unique sources of marketplace value, their customers will quickly migrate to alternative suppliers.
