Chapter 9 Brisa: Virtuoso of Supply Chain Risk Management

DOI: 10.4324/9781315300368-12

Start your journey in safety; let your journey be safe and sound!

—Motto from Brisa Marketing Campaign

9.1 Prelude

Presenting the case of Kordsa Global in the previous chapter has brought us one stage closer to the final customer in the global tire supply chain network. At this supply chain stage, our case in point is now Brisa, a joint venture company between Bridgestone Corporation and Sabancı Holding A.Ş. A discussion of Brisa’s risk intelligent supply chain practices would first benefit from a brief overview of the global tire industry, its major global players, and the position of Brisa in such a competitive market.

Total market value of the ...

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