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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