Living Supply Chains

To put it bluntly, ‘Living Supply Chains: How to mobilize the enterprise around delivering what your customers want’ by John Gattorna is a revolutionary book, in which Gattorna finally succeeds in not only producing a ground-breaking supply chain theory but also completely, and logically, backing it up. His theory is centred around the fact that successful supply chains are based on dominant (dynamic) purchasing behaviour of customers within the market. Gattorna refers to the four personality types as defined by Carl Jung at an individual level, and translates these personalities to a higher collective level of customer groups. The book then takes an admirably consistent approach to describing the four types of customer behaviour and the associated supply chains. Thanks to his extensive experience, the author is able to point out the weak points in other, competing theories with impressive precision. Rather than this coming across as irritating, it actually merely demonstrates that Gattorna is constantly one step ahead of the reader, and he explains everything very persuasively. A number of intriguing, detailed case studies and practical questionnaires in the appendices provide the finishing touch to this book. There theory presented cannot be argued with, which is a phenomenal achievement for material as complex as this.

‘Living Supply Chains: How to mobilize the enterprise around delivering what your customers want’ (2006) by John Gattorna. Published by Financial Times/Prentice Hall, 337 pages. € 57,49

Rating: ****