Argues that yesterday′s ways of gaining competitive advantage no longer work and that tomorrow′s opportunity lies in profitability delighting customers – giving them something more than they expect while making money at the same time. Availability when desired, fast response to market changes and reduced assets are just some of the benefits improved logistics can bring. Making the supply chain more flexible is one way of delighting customers with quick response. This involves changed layouts, fast set‐ups and partnering with vendors. Demand volatility should be dampened, especially the volatility induced by internal policies, programmes and measurements. Products should be designed to have variability added at the last moment, i.e. a “mushroom” design. Improved customer service and reduced assets occur simultaneously. Ensuring you have an optimum product portfolio focuses resources on those items with most potential for profits. Believes that measurements should motivate people to look at their external performance, rather than myopically looking at internal measures of success.
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