Capability Is Where the Action Is

The classic marketing disciplines can no longer sustain continued growth of organizations. Top companies owe their success not only to strong brands and corporate image but also to sheer capability to achieve. Managing the supply chain is all‐important, involving strategic intent and managing the trade‐offs. Emphasizes the part played by IT in the supply chain added‐value equation but states that the opportunity to optimize the whole supply chain must be seized, via, for example,dynamic scheduling. Concludes that, as the scope of supply chains becomes more global, effective relationship management will become an essential rather than a mere concept.