1. Meeting Customers’ Real Needs: The Nature of Service System Design

Opening Story: The High-Service Sponge

September 26

Diane Clair, director of logistics at Dynamic World Corp. (DWC), a leading consumer packaged goods (CPG) company, had been running nonstop all morning. Now, as she sat down to put the finishing touches on the logistics team’s five-year technology plan, she was running behind. Tomorrow morning, she would be arguing for some big-dollar investments in new demand management planning systems. No sooner had she clicked open her PowerPoint, than she heard an agitated knock at her door. Doug Hassle, DWC’s North America marketing VP, stood there—and he wasn’t smiling. Diane responded, “Good morning, Doug. Come in and sit down.” As ...

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