Modelling the Dynamics of Supply Chain Alignment: Linking Customer Behaviour to Internal Capabilities

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National social and economic development is impacted and shaped by the quality of decisions made by industry leaders who work in uncertain and risky environments. Nowhere is uncertainty and risk greater than in the Australian business community where success or failure depends on the way relationships with suppliers and customers are managed. Supply chain relationship decisions are often made in situations and contexts in which there is inadequate theory, research findings, or more generally insufficient knowledge and experience. This study will provide a rare opportunity to learn from a global supply chain leader and thereby make a contribution to national social and economic prosperity.