What to Do

The demand chain and the supply chain need to pull each other, side by side. There need to be dialogs of process, up and down the whole system: seller to buyer, buyer to seller—and even buyer to buyer, and seller to seller.

—Craig Burton1

There are vendors and customers all up and down the supply chain. But it is the ones at the end of that chain—retailers—that interact personally with customers. Retailing is therefore also the category directly involved with customers’ VRM tools. That’s why I’ve ...

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