Running head: BUSI 613 DISCUSSION BOARD 1 1
BUSI613 Supply Chain Management
Discussion Board 1 Fulfillment and Supply Chain Management –
Betzaida Aponte
Liberty University
BUSI 613 DISCUSSION BOARD 1 2
Introduction to Fulfillment and Supply Chain Management
Fulfillment is defined as a core supply chain competency that defines how a company
responds to sale orders. Also according to Byrne (2005) many organizations are now working to
make fulfillment a leading-edge marketplace differentiator. Global research efforts show how the
fulfillment function contributes to business performance as well as how companies are
improving and leveraging their fulfillment intelligence. The implementation of high-
performance fulfillment strategies requires new initiatives and capabilities (Byrne, 2005). In
addition there is high focus on service level, specifically by deploying a flexible and responsive
supply chain that adapt quickly to changes and customer demand (Liberty, 2014, pg. 45). Order
fulfillment process is typically applied with a focus on cost and resource utilization using supply
chain planning process to develop strategies that are effective (pg. 45). An increasingly dynamic
and customer-centric environment is heightening the requirements in which companies perform
order fulfillment (Chen, 2006, pg. 26).
Fulfillment and Supply Chain Management
The coordination of fulfillment in the supply chain is of great importance to marketing
and product managers, because it turns results in increased customer satisfaction. To avoid
