More than two-thirds of traditional commercial transformations fail. Here’s an approach to upgrading your marketing, sales, and pricing capabilities that works.

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Three ways CEOs can improve the supply chain

In recent decades, companies in sectors from automotive and high tech to retail and consumer packaged goods have come to realize that their supply chain is much more than the cost of getting products into customers’ hands. These companies understand that it is the supply chain that translates corporate strategy into day-to-day interactions both within and beyond the organization. Ultimately, it is the supply chain that satisfies or disappoints their customers. These companies also use a broader definition of the supply chain—one that includes planning, information sharing, and value-adding activities, from raw material to final distribution, rather than just logistics.

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Boards of directors have always, in all cultures, represented the shareholders in publicly traded companies—validating financial results, protecting their assets, and counseling the CEO on strategy and on finding, then nurturing, the next generation of leaders. It’s a tough and demanding responsibility, requiring individual directors to learn as much as they can about a company and its operations so that their insights and advice can stand up alongside those of executives. That, at least, is the ideal.

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