8. Sell Right, Not More: Leveraging Internal Integration to Mitigate Product Returns

By Diane A. Mollenkopf, Robert Frankel, and Ivan Russo1

Demand and supply integration (DSI) refers to the ability of an organization to effectively coordinate the demand functions with the supply functions to co-create maximum value with key customers and the firm itself. Researchers suggest that effective DSI requires the right organizational mindset, knowledge, motivation, and incentive structures to create an integrated firm.2 Through our own research on returns management over the past decade, we’ve seen the importance of integrating demand and supply functions within a firm, and even across organizations within a supply chain. In this chapter on internal ...

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