Martin Christopher

Logistics and Supply Chain Management

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Santrauka: In today's highly competitive, global marketplace the pressure on organizations to find new ways to create and deliver value to customers grows ever stronger. Gradually, in emerging economies as well as mature markets, the power of the buyer has overtaken that of the customer. The rules are different in a buyers' market. In particular customer service becomes a key differentiator as the sophistication and demands of customers continually increase. At the same time, market maturity combined with new sources of global competition has led to over-capacity in many industries leading to an inevitable pressure on price. Price has always been a critical competitive variable in many markets and the signs are that it will become even more of an issue as the "commoditization" of markets continues. It is against this backdrop that the discipline and philosophy of logistics and supply chain management has moved to the centre stage over the last two decades. The concept of integration within the business and between businesses is not new, but the acceptance of its validity by managers is. There has been a growing recognition that it is through logistics and supply chain management that the twin goals of cost reduction and service enhancement can be achieved. Better management of the "pipeline" means that customers are served more effectively and yet the costs of providing that service are reduced.

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