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Definitive Guides for Supply Chain Management Professionals (Collection) by Nada Sanders, Tate Wendy, Haozhe Chen, C. Clifford Defee, Joe B. Hanna, Gibson Brian J., Brian C. Keller, Scott B. Keller, Robert Frankel

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4. Configuring the Network for Successful Fulfillment

Opening Story: Moving Parts

February 14

Let’s Join the Task Force Meeting in Progress:

David has been leading a discussion on the difficulties the team is encountering as it strives to reimagine DWC’s order fulfillment infrastructure. David had asked the team to watch a 2-minute Honda television commercial called “The Cog.” As David introduced the clip, he invited, “As you watch, consider how the development of this commercial is a metaphor for us and our efforts to create a world-class order fulfillment system. I look forward to your reaction.”

As the ad concluded, Doug was quick to react, saying, “That was fascinating. I loved the special effects. But, I don’t see how an effects-laden commercial ...

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