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Global competition and the pace of change in information technology are prompting dramatic changes in business practice. Improving efficiency, quality, and responsiveness to a dynamic environment has led to down-sizing and outsourcing, matched by more versatile managers, multifunctional teams, and increased attention to interfirm coordination. Firms are selecting and developing core competencies, rather than making or acquiring diverse and distracting skills and resources to do it all in house.
In materials management and production, distribution, and marketing channels, a new landscape of institutions and practices has evolved: multiple marketing channels, partnering for product development and market entry, multilateral resolve to reduce reliance on trade and consumer promotions, third party logistics, information technology supported resource planning, and “power retailers.”
New careers are unfolding in the field: customer development positions, key account managers, logistics and supply chain managers, and retail category managers. Also, billing and operations personnel with a sharpened focus on creating value through customer satisfaction and cross functional cooperation are developing. The adversarial role of the purchasing agent is being displaced by a purchaser who collaborates with suppliers strategically to reduce total cost of ownership and enhance customer value.
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