Martin Christopher, Professor of Marketing & Logistics, Cranfield School of Management
Supply chains are at the heart of competitive advantage in business today. If supply chains are managed successfully, companies will be able to deliver their products and services to customers in a smart, cost-effective way.
The key to successful supply chain management is recognising that it’s people who really drive the living supply chains that are at the heart of businesses. Supply chains are powered by the energy and expertise of employees and suppliers and by the changing wants and needs of customers. John Gattorna calls this principle of matching changing customer needs and desires with different supply chain strategies dynamic alignment.
To secure space in a new market, to grow or keep existing markets companies have to get their products out there faster. They need to be the first with new products and services and the first to match them with particular customer groups. The dynamic alignment model gives a structured way of linking customer expectations to the operational side of business while maintaining the flexibility to systematically modify fulfilment processes as customers inevitably change their buying preferences.
John Gattorna has spent a lifetime working in and around supply chains, in many different capacities – line executive, researcher, consultant/adviser and teacher. He is passionate about the subject matter – some might say obsessive.
In the late 1980s, John became disenchanted with the lack of conceptual depth in the ‘logistics’ field; and as it turned out this did not improve much as logistics thinking morphed into ‘supply chains’ in the 1990s. So he started to search for a new model/framework that would better inform the design and operation of enterprise supply chains seeking to satisfy customers and consumers. And he found it; dynamic alignment.
For the last two decades John has been working with companies around the world to take his new model from the conceptual stage to a finer level of granularity. It has been a complex task because it has involved learning about, and combining, several disciplines – consumer/customer behavior; internal cultural capability of the enterprise; leadership
styles; and of course the operational aspects of corporate logistics networks and supply chains. The unique thing about John’s perspective is that he presents a multi-disciplinary approach to the design and management of supply chains, and this requires an eclectic mindset.
He has written several books along the way as his thinking evolved, but his two most recent titles have been seminal: Living Supply Chains(FT Prentice Hall, Harlow, 2006), and Dynamic Supply Chain Alignment, (Gower Publishing, Farnham, 2009).
Just as he did with the bestselling ISO 9001 in Plain English Cochran has written a comprehensive yet easily understandable guide to ISO 9001:2015. ISO 9001:2015 in Plain English was written so that anyone at any level of the organization can get to the heart of the standard’s requirements and how they apply to the organization quickly and simply. Plus, Cochran shows what has changed between the 2008 and 2015 version.
This straightforward book is ideal for people who are new to ISO 9001:2015, experienced ISO coordinators who want to get more out of an established system as they transition to the new standard, and for employees who just need a basic understanding of what ISO 9001:2015 is and how it applies to them.
Cochran explains each of ISO 9001:2015’s sections and clauses using real-world examples and frequently asked questions.