Supplier strategy and customer responsiveness: Managing the links

Abstract

Responsiveness to the customer is a fine ideal. Making it a reality is increasingly critical to gaining competitive advantage. In practice, it often means more variety at shorter notice. Faced with these challenges, companies must look to their suppliers for support. Instant market intelligence and flexible manufacturing are worth little if they face bottlenecks in getting the right supplies. Becoming customer responsive therefore starts with supplier strategy. Success requires better ways of managing the commercial links.

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