TY  - JOUR
AB  - The fundamental weakness in traditional supply‐chain management
thinking is that of trying to change the behaviour of everyone involved
by exhorting them to create and maintain a shared vision and strategy.
This is fruitless, particularly in global and cross‐cultural situations.
A pragmatic, market‐based approach is needed which is repeatedly proven
by practical applications and relies on identifying and accepting the
differing objectives and styles of other supply chain members, and
clustering these seemingly disparate groups into their “natural
logics”. These can be aligned, by restructuring the organisation,
to allow the natural flows to emerge and operate efficiently. The
resulting alignment of the organisation to its markets enables it to
achieve near‐perfect customer service.
VL  - 21
IS  - 8
SN  - 0960-0035
DO  - 10.1108/EUM0000000000398
UR  - https://doi.org/10.1108/EUM0000000000398
AU  - Gattorna John L.
AU  - Chorn Norman H.
AU  - Day Abby
PY  - 1991
Y1  - 1991/01/01
TI  - Pathways to Customers: Reducing Complexity in the Logistics Pipeline
T2  - International Journal of Physical Distribution & Logistics Management
PB  - MCB UP Ltd
SP  - 5
EP  - 11
Y2  - 2024/04/25
ER  -