By Jana Schmidt

In this interview Professor Martin Christopher, Professor of Marketing and Logistics of the Cranfield School of Management, is talking about the main issues of Supply Chain Management and its today’s challenges.

While talking about the changes which has taken place in this sector, he emphasizes the value-creating and delivering aspect of the Supply Chain Sector on the one hand-side and the competitive advantages which could be gained by competing as a supply chain rather than as an individual business on the other hand-side.

He requests to review the traditional forecasting-strategies which rely on efficiency in favor of flexible demand-fulfilling strategies.

I consider this interview as an interesting insight of probable changes in the Supply Chain Management Systems in the near future. Professor Martin Christopher is mentioning some interesting questions of the actual design of Supply Chain which encourages the listeners to think ahead and to reflect the current period of turbulences and incertainty.