Enabling seamless market-orientated supply chains

Satisfying true customer demand is the primary function of present day enterprises. Furthermore, this activity must be done effectively, efficiently and with appropriate responsiveness. The ultimate design and operational goal in this scenario is thus the seamless market-orientated supply chain described in detail in the paper. The research is based around 13 real-world supply chains that represent a wide range of market sectors. These value streams are classified in relation to their levels of integration versus degree of market orientation. This study concludes that such a matrix provides practitioners with a useful framework for targeting supply chain change programmes.