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supply chain network

 is a more accurate reflection of the links between an 

organisation and its partners.

Technology is vital to supply chain management since managing relationships with cus‑

tomers, suppliers and intermediaries is based on the flow of information and the transactions 

between these parties. The main strategic thrust of enhancing the supply chain is to provide 

a superior value proposition to the customer, of which 

efficient consumer response

 (

ECR

, 

see Box 6.1) is important within the retail and packaged consumer goods market. Improving 

customer value involves improving product quality, customer service quality and/or reduc‑

ing price and fulfilment times (as explained in Chapter 5). Increasing efficiency in obtaining 

resources from a supplier organisation or distributing products to customers reduces opera‑

tional costs and so increases profitability.