Professor Martin CHRISTOPHER
Following the success of the first European Forum on Market-Driven Supply Chains held at Cranfield University in November 2003, the second Forum held in Milan in April 2005 and the third one held in Brussels, in March 2007, the fourth Forum in March 2010, the fifth Forum is to be held in Brussels again on October 30-31, 2012.
The theme of the Forum is the emerging concept of Demand Chain Management. There is a growing recognition that supply chains should be designed from ‘the customer backwards’ rather than from ‘the company outwards’. The general tendency in the past has been for organisations to take a ‘supply-centric’ view of supply chain design rather than a ‘customer-centric’ perspective. In other words supply chain decisions have traditionally been taken with the objective of maximising the supplying company’s efficiencies with the aim of providing an acceptable level of service at least cost. In today’s marketplace, this approach is becoming less viable as customers move into the driving seat with increasing demands for a tailored logistics response.
The intention is that the Forum will be a highly interactive workshop with the emphasis on disseminating and discussing new thinking in the area of supply chain responsiveness. To achieve this objective, the formal presentations will be brief and more time will be given for facilitating discussions in small groups to explore and challenge the items contained in the papers.
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Please click HERE to download the workshop programme.