Executive Briefings

Back-End Branding

While billions of dollars are spent globally on so-called front-end branding -- creating brand value to the customer -nothing is spent on back-end branding to the supplier. That is a missed opportunity. An interview with Rashid Shaikh, Senior Director, Global Sourcing and Supply Chain Operations, Nypro. [Run Time (Min:) 10:24]

While billions of dollars are spent globally on so-called front-end branding -- creating brand value to the customer -nothing is spent on back-end branding to the supplier. That is a missed opportunity. An interview with Rashid Shaikh, Senior Director, Global Sourcing and Supply Chain Operations, Nypro. [Run Time (Min:) 10:24]