If history is our guide, sales of food and beverage products will rise in the economic downturn. Food staples (cereal, bread, milk) along with convenience meals will gain volume as more families eat at home. It appears that 2009 is a time for food and beverage manufacturers to create big brands in big economies.

The elongation of the supply chain on both ends of the spectrum has resulted in a phenomenon where companies are able to compete at a global level for customers. Companies that were previously handicapped by lack of channel partners, high levels of investment in advertising and marketing are able to leverage the internet and compete with their larger competitors. In other words, globalization has resulted in increased customer centricity.

Aberdeen's research shows point-of-sale transaction data from retail locations is still a hurdle for 66 percent of manufacturers. The low levels of transaction data sharing cause increased complexities in tracking promotion effectiveness at the store or field level.

Aerospace and defense companies face an uncertain world in 2009 with a new presidential administration and a looming financial crisis. Supply chain professionals have a unique opportunity to deliver value to the business by bringing scale through an innovative and reliable partner network. Leaders will put the talent in place that can move beyond the traditional reactionary supply chain organization to one that helps achieve the goals of the business.