This chapter examines a number of important concepts in relation to organizational supply chain strategies being market-driven and customerfocused. It begins by discussing management functions and management integration across functional and organizational boundaries. The distinction between product push and market pull strategies is explained before discussing product and service attributes in the context of being customer-focused in the supply chain. Supply chain strategies are discussed for products and service industries and a number of

supply chain levers are discussed building a conceptual framework in which supply chain strategies are conducted. Market-driven supply chain strategies are examined using Ansoff’s product/market matrix before finally exploring order-winning supply chain strategies.