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The world has changed. For many industries and companies, merely managing their own immediate suppliers is no longer sufficient. Someone has to step in and coordinate key activities across the supply chain. Some progressive companies are managing multiple tiers of their supply chain (e.g. their suppliers' suppliers and further upstream suppliers) to ensure supply continuity, social compliance, and to gain competitive advantage. These Supply Chain Orchestrators tend to be brand owners whose reputation and competitiveness are on the line based on the performance and actions of the whole chain. They are the ones who have the power to influence and direct the whole chain. In some cases the brand owner hires a third party to act on their behalf to execute this function.
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