Suppy chain structure
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members. It is truly a synergistic situation, where the entire performance of the
channel is improved (Cooper et al., 1997).
As previously indicated, one of the prevalent organizational issues, that
developed out of the traditional supply chain concept, was the focus on longterm
partnerships and strategic alliances. In fact, it has been posited that firmto-
firm competition has migrated to supply chain against supply chain,
necessitating supply chain integration and strategically developed supply
chain networks (Watts et al., 1995). Thus, the very core…
