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Operations Management: Processes and Supply Chains, 12th Edition by Larry P. Ritzman, Manoj K. Malhotra, Lee J. Krajewski

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Case Brunswick Distribution, Inc.

Alex Brunswick, CEO of Brunswick Distribution, Inc. (BDI), looked out his office window at another sweltering day and wondered what could have gone wrong at his company. He had just finished reviewing his company’s recent financial performance and noticed something that worried him. BDI had experienced a period of robust growth over the last 4 years. “What could be going wrong?” he thought to himself. “Our sales have been growing at an average rate of 8 percent over the last 4 years but we still appear to be worse off than before.” He sat back in his chair with a heavy sigh and continued reviewing the report on his desk.

Sales had risen consistently over the past 4 years but the future was uncertain. Alex Brunswick ...

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