Adapting to changes in the supply chain – Challenges to re-defining the supply chain for increased customer orientation and product innovation within the paper packaging industry
Supply chains are no longer to be regarded as linear constructs with definite starting and ending points, but as systems, or wholes that are to be customer driven rather than product driven. But however easy it sounds in theory industries are struggling to re-invent or re-comprehend existing business models. This paper aims to describe and identify organizational challenges to re-defining the supp