IMD-6-0282 © 2006
Cordon, Carlos; Billington, Corey; Jäger, François
Bruynzeel Keukens; the Dutch kitchen business leader confronted a dilemma; it had audacious aims when it comes to growing market share and maintaining direction its operations were unable to keep up this kind of rate any longer; it'd need to be reengineered from scratch.
Learning objective: This instance provides a good opportunity to understand how supply chain management can have a tremendous impact on a company’s strategy.
Subjects: Supply Chain Management; Procurement; Manufacturing; Supplier relationship; Strategy; Mass customization; Complexity; Kitchen; Bruynzeel; Reengineering
Settings: The Netherlands; Kitchen Manufacturer; € 107 million (2004); 2005
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