The importance of information flow within the supply chain

Discusses the importance of information flow within the relatively complex supply chain of a communications company with centralized European production centres and national sales and service organizations. Analyses the activities within the supply chain and illustrates the importance of the relationship between goods movement and the exchange of information. Information needs to be managed before a sale is made, while satisfying the sales order and during after‐sales maintenance. Concludes that responsiveness to customer demand, and overall customer satisfaction, cannot be achieved without proper management of both the goods movement and information flow throughout the supply chain.