Chapter 1. Supply chains are the business: Why not abandon conventional wisdom and discover the customer?

Supply chains and golf have many similarities; for best results, everything must be in dynamic alignment. Ask Tiger Woods.

Of course you know who Tiger Woods is. Just like you know Dell, IKEA, Nokia, Zara, Li & Fung. But do you really know them? Do you know what lies beneath their dynamic supply chains? Business leaders around the world admire their superior performance; they can deliver products and services to their customers with breakneck speed and in a way that makes it look easy. But not many of us can understand why.

Let us consider the classic business goal of alignment. Many of you will have heard of alignment; companies have been seeking ...

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