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The Definitive Guide to Modern Supply Chain Management (Collection) by Sara Lewis, Michael Watson, John Bell, Thomas J. Goldsby, Peter Cacioppi, Jay Jayaraman, Chuck Munson, Chad W. Autry, Mark A. Moon

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1. Demand/Supply Integration

One of the companies that participated in the DSI/Forecasting Audit research was in the apparel industry. This company, a manufacturer and marketer of branded casual clothing, had very large retail customers that contributed a large percentage of overall revenue. Understandably, keeping these large retail customers in stock was very important to the success of this company. If these retailers’ orders could not be filled, then out-of-stock conditions would result, with not only lost sales as the consequence, but also potential financial penalties for failure to satisfy these retailers’ stringent fill-rate expectations.

As is the case for many companies in this industry, considerable manufacturing capacity had been ...

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