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...... If we examine a company such as Dell the details of the supply chain are quite simple. Firstly, customers that want a personal computer can call Dell or order the computer(s) on the internet. Dell provides customers with standard systems and includes pictures, specifications and options. Options also include prices above the standard price. One the customer deigns the computer with specified options, the computer is paid for. Dell then transmits the order to workers responsible for building the computer. Dell then builds the computer for the customer and the computer is sent directly to the customers home or office building. This particular strategy completely avoids the middleman and as such cost can be reduced for the consumer
This type of supply chain strategy is advantageous for companies because it allows them to co-create products with consumers. The companies still have control over what is created because they control which options are available to consumers, however consumers have the power to choose the options that they desire. Many organizations choose to employ this type of strategy because it can greatly reduce cost associated with just creating standard products. For instance a company such as Dell has built a substantial

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