Login



For PLUS+ subscription assistance, contact customer service.

Not a PLUS+ Subscriber?

Become a PLUS+ Subscriber today and you'll get access to all Supply Chain Management Review premium content including:

  • Full Web Access
  • 7 Magazine Issues per Year
  • Companion Digital Editions
  • Digital Edition Archives
  • Bonus Email Newsletters

Subscribe Today!

Premium access to exclusive online content, companion digital editions, magazine issues and email newsletters.

Subscribe Now.


Become a PLUS+ subscriber and you'll get access to all Supply Chain Management Review premium content including:

  • Full Web Access. All feature articles, bonus reports and industry research through scmr.com.

  • 7 Magazine Issues per year of Supply Chain Management Review magazine.

  • Companion Digital Editions. Searchable replicas of each magazine issue. Read them in any web browser. Delivered by email faster than printed issues.

  • Digital Editions Archives. Every article, every chart and every table as it appeared in the magazine for all archive issues back to 2009.

  • Bonus email newsletters. Add convenient weekly and monthly email newsletters to your subscription to keep your finger on the pulse of the industry.

PLUS+ subscriptions start as low as $109/year*. Begin yours now.
That's less than $0.36 per day for access to information that you can use year-round to better manage your entire global supply chain.

For assistance with your PLUS+ subscription, contact customer service.

* Prices higher for subscriptions outside the USA.

PLUS+ Customer Service Support


Customer service for all PLUS+ subscribers is available Mon-Fri, 9am-5pm Eastern time.

Email: [email protected]
Phone: 1-800-598-6067 (1-508-663-1500 x294 outside USA)
Mail: PO Box 1496, Framingham MA 01701-1496, USA



You have been logged out of PLUS+


For PLUS+ subscription assistance, contact customer service.

Need to access our premium PLUS+ Content?
Upgrade your subscription now.


Our records show that you are currently receiving a free subscription to Supply Chain Management Review magazine, or your subscription has expired. To access our premium content, you need to upgrade your subscription to our PLUS+ status.

To upgrade your subscription account, please contact customer service at:

Email: [email protected] Phone: 1-800-598-6067 (1-508-663-1500 x294 outside USA)

Become a PLUS+ subscriber and you'll get access to all Supply Chain Management Review premium content including:

  • Full Web Access. All feature articles, bonus reports and industry research through scmr.com.

  • 7 Magazine Issues per year of Supply Chain Management Review magazine.

  • Companion Digital Editions. Searchable replicas of each magazine issue. Read them in any web browser. Delivered by email faster than printed issues.

  • Digital Editions Archives. Every article, every chart and every table as it appeared in the magazine for all archive issues back to 2010.

  • Bonus email newsletters. Add convenient weekly and monthly email newsletters to your subscription to keep your finger on the pulse of the industry.

PLUS+ subscriptions start as low as $129/year*. Start yours now.
That's less than $0.36 per day for access to information that you can use year-round to better manage your entire global supply chain.

This content is available for PLUS+ subscribers.


Already a PLUS+ subscriber?


To begin or upgrade your subscription, Become a PLUS+ subscriber now.

For assistance with your PLUS+ subscription, contact customer service.

Sorry, but your login to PLUS+ has failed.


Please recheck your login information and resubmit below.



For PLUS+ subscription assistance, contact customer service.

1+1 = 3: Integrating Product Innovation and SCM to Deliver Incremental Value

Vying for customer loyalty can be a challenging proposition

By ·
By ·

Editor’s Note: This is the first of a three-part article written by Maha Muzumdar, vice president of supply chain marketing, Oracle & Kerrie Foy, PLM/PIM applications product marketing, Oracle.

Vying for customer loyalty can be a challenging proposition. The complexity involved in delivering the most innovative products with superior quality at the lowest cost - while meeting a myriad of specific requirements - has been known to keep a few executives up at night. There are plenty of companies that seem to be getting product innovation right, creating game-changing products that spark thousands of envious tweets, mentions and shares. Yet it is no easy undertaking.

Product lifecycles are evolving with dramatic shifts in supply and demand, drawing on technologies that manage these processes closer than ever before. To control the dynamism in a meaningful way, organizations have begun to bridge these historically separate or siloed processes and systems. Early results have shown productivity gains, profitability improvements, and ultimately, even higher customer satisfaction thanks to a more flexible supply chain delivering better products. With the right integrated processes enabled by technology in place, historically functional silos, such as product development, quality, procurement, supply chain, manufacturing and service operations, are evolving to deliver significant incremental value in organizations and becoming sources of world-class competitive advantage.

And executives are taking notice. According to the consultant firm PRTM (PwC), half of the executives surveyed in “2011 Global Supply Chain Trends” reported increased investments focused on achieving better operational flexibility. PRTM emphasizes “tearing down the wall” that divides applications and teams in supply chain and product development processes. By integrating these processes and activities from the onset, says PRTM, supply chain flexibility leaders have learned to accelerate ramp-up and ramp-down of products, while defining life-long product requirements and planning for significant shifts in demand and supply variability.

This executive challenge of satisfying increasingly complex customer requirements crosses four key dimensions: innovation, customization, quality and timely delivery. Delivering on these four key dimensions requires companies to leverage cross-functional processes and technology applications across supply chain and R&D processes.

In our next installment, we examine these dimensions, and explain how siloed processes with stand-alone technology and minimal interaction can severely limit performance.


About the Author

Patrick Burnson, Executive Editor
Patrick Burnson is executive editor for Logistics Management and Supply Chain Management Review magazines and web sites. Patrick is a widely-published writer and editor who has spent most of his career covering international trade, global logistics, and supply chain management. He lives and works in San Francisco, providing readers with a Pacific Rim perspective on industry trends and forecasts. You can reach him directly at [email protected]

Subscribe to Supply Chain Management Review Magazine!

Subscribe today. Don't Miss Out!
Get in-depth coverage from industry experts with proven techniques for cutting supply chain costs and case studies in supply chain best practices.
Start Your Subscription Today!

Article Topics

Management · Procurement · Supply Chain · All Topics
Latest Whitepaper
Plan. Manage. Recover. The power of risk management and resilience.
Savvy supply chain managers are putting risk management at the top of their to-do lists, planning for the recovery following inevitable disruptions.
Download Today!
From the September-October 2017
Subscribe to Our Email Newsletter
Sign up today to receive our FREE, weekly email newsletter!


Latest Webcast
Managing for Supply Chain Excellence
This webinar introduces a new framework to help supply chain leaders put structure around essential performance drivers like resource management and investment, as well as talent development.
Register Today!
EDITORS' PICKS
Deloitte Report Gives Atlanta High Marks for Supply Chain Connectivity
SupplyChainCity Analysis places the region among top seven North American cities
“Trusted IoT Alliance” Recently Launched to Unite Supply Chain Industry
Open source working group made up of large public and private companies, regulated entities, and...

Helping Supply Chain Managers Navigate the New Ocean Cargo Marketplace
Be carrier friendly: use electronic portals, load legal weights, meet required regulatory or...
Inmarsat Study Finds IoT Gaps in Supply Chains
As reported here recently, IoT promises to completely transform the transportation industry, making...