USING THE CUSTOMER/PRODUCT ACTION MATRIX TO ENHANCE INTERNAL COLLABORATION

✍ Scribed by Robert Sabath; Judith M. Whipple

• Book ID: 102288642
• Publisher: Wiley (John Wiley & Sons)
• Year: 2004
• Tongue: English
• Weight: 89 KB
• Volume: 25
• Category: Article
• ISSN: 0735-3766
• DOI: 10.1002/j.2158-1592.2004.tb00179.x

✦ Synopsis

Despite significant attention being paid to the merits of an integrated supply chain, research continues to show integration implementation is not as easy as managers may hope. Integration efforts are often hindered by the separation between operations‐focused and customer‐facing orientations, which promote different measures, objectives, processes, and decisions. This paper provides a tool, called the Customer/Product Action Matrix, that enables managers to develop tactical and strategic plans that incorporate both operations‐focused and customer‐facing considerations to better enhance customer service while prioritizing product mix decisions.