Marketplace Shifts From product focus

To customer functionality focus

From product differentiation

To solution customization

From transactions

To relationship based intimacy

Business Process Supply Chain Management Process Design and manage the supply chain to obtain and use the functionally best raw materials and supplies Create the product that Design, manage and enables the customer to integrate own supply experience the chain with that of both maximum value and suppliers and customers benefits from its use Design and develop Procure, use and move products that can be raw materials and mass marketed to components so forth, so convey and deliver that the product is superior value more differentiated compared with current than current and and anticipated rivals potential rivals Design, develop Manage and integrate solution that can be all supply chain customized to create elements to facilitate and satisfy customers the design, needs development, production and delivery of solutions A set of one-off armsA set of interdependent length interactions with contacts with external other units within the suppliers and organization and disconnected entities external to it arrangements with internal units A set of ongoing, tightly Developing bonded relationships relationships with internal and external to external suppliers for the organization next generation of supplies Product Development Management Process Design, develop and engineer the functionally best possible product

Customer Relationship Management Process Manage relationships with customers solely as a means to sell deliver and service the product Manage relationships with customers as a means to learn about their needs and how best to satisfy them Customers as the focus/recipients of products related advertising, service, sales activities, so forth to establish product value superiority Working with individual customers so that the total solution is tailored to their individual needs

Identifying, targeting, selling, delivering, and servicing customers as independent transactions Developing, fostering and leveraging relationships with individual and sets of customers

Business Process Marketplace Shifts Product Development Management Process Complete dependency on own knowledge, expertise, skills, capabilities, and so on Leading and participating in multiple networks to spawn, nurture and integrate the development of products that otherwise would be impossible Supply Chain Management Process A tendency to emphasize ownership and control of each supply chain element Leading and participating in multiple supply chain networks to create supplies that otherwise would not be possible, enhance supply chain efficiencies, and so on Customer Relationship Management Process Managing all facets of all interactions with all customers

From stand-alone competition

To networked rivalry

Developing and managing a network of relationships with other entities (such as rivals, channels, and users, and market professionals) to identify, reach and satisfy customers in way that otherwise would be impossible An emphasis on efficiencies in all process of marketing activities

From economies of scale

An emphasis on resource use efficiencies in designing and developing products Leveraging resources to create products that serve the interrelated customers segments/markets and provide the basis for increasing returns

An emphasis on efficiencies in vendor relationships, inventory control, logistics, production, and so on Leveraging all facets of supply chain to facilitate greater product/customer scope and increasing returns

To economies of scope and increasing return

Leveraging all marketing resources to create the types of customer relationships that facilitate multiple forms of product and market linkage