5

Collaborating Internally

AFTER TALENT AND TECHNOLOGY, the third step toward the strategy to drive supply chain excellence is internal collaboration. Successful collaboration occurs when sales, marketing, and operations find a way to align and focus on serving the customer in a way that maximizes economic profit. This chapter presents examples of success as well as dysfunctional behavior. Each function in the firm plays a critical role in a successful supply chain, and this chapter will help you see how they can work together to achieve supply chain excellence. In addition, at the end of the chapter, there is an assessment test for you to complete so you can honestly evaluate your company’s process for aligning the demand and supply sides—the ...

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