Robert Handfield, Ph.D., Bank of America University Distinguished Professor, North Carolina State University
Although marketing executives have perfected the art of consumer research, supply management is only beginning to understand the critical importance of supply market intelligence in forming category strategy development. Organizations are now seeking better ways to develop predictive knowledge to better prepare sourcing strategies, risk mitigation approaches, and lay the foundation for solid supplier relationship and development approaches. Dr. Handfield, the author of the best-selling book, Supply Market Intelligence: A Handbook for Managers, presents his views on this important component of strategic planning in supply management. Look for ways to use supply market intelligence to strengthen your supply chain.