The book takes the need to satisfy customers as its starting point. The strategic intent of the business at different stages in its lifecycle starts the journey. Market imperatives help to divide up the customer challenges while the choices made in supply structural infrastructure and support systems provide the capability to effectively satisfy the chosen market segments.
It draws on academic considerations of strategy, marketing, operations, procurement, supply chain management and contract management to bring the complex and dynamic challenges into a concise and coherent picture.
