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This paper is to understanding and managing the business from the perspective of one's trading partners and customers. That sounds obvious, but if they're like most businesses, their organizational structure probably gets in the way. So do your IT systems. The reason is that these aspects of their business are usually organized around discrete business functions, like sales, finance, engineering, logistics, and customer service. Each may be replicated in various divisions or geographic locations. While your business may be organized for efficiency, integration, and standardization within each of those units, at least at a particular location, your customers don't interact with you in terms of discrete functions.
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