Bruynzeel Keukens: Mastering Complexity

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Bruynzeel Keukens, the Dutch kitchen industry leader faced a dilemma, it had audacious objectives in terms of maintaining leadership and increasing market share, yet its operations were not able to sustain such a pace any longer, it would have to be reengineered from scratch. Learning objective: This case provides a good opportunity to understand how supply chain management can have a huge impact on a company's strategy.
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