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This item is available under a Creative Commons License for non-commercial use only

Publication Details

In Cases in Marketing Management and Strategy. Vol. 3 edited by Gerry Mortimer. Dublin, Marketing Institute, 2002,pp.155-160. ISBN:0952907658

Abstract

Siobhan Ward, Supply Chain Director for Transnational Optical in Ireland, considered what the plant management team had to achieve. The team had decided that decisive action was needed to increase control of the supply chain with a view to improving customer service and removing ‘noise’ from the system.

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