Customer demands on manufacturers and retailers are increasing relentlessly. Spurred by the Internet's “click it and get it” value proposition, a growing number of consumers and business buyers want customized products, convenient ordering, and rapid fulfillment. Delivering against these rising expectations is not easy, however. This is especially true for traditional or incumbent companies that have additional cultural obstacles to overcome. Companies have mastered the challenges of speed, convenience, and reliability and are gaining competitive advantage.
Walker, B., Bovet, D. and Martha, J. (2000), "Unlocking the Supply Chain to Build Competitive Advantage", The International Journal of Logistics Management, Vol. 11 No. 2, pp. 1-8. https://doi.org/10.1108/09574090010806119
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