Once a new technology tool becomes embedded in the business world, one tends to forget the doubt and confusion that marked its debut. As anyone over the age of 30 will recall, companies once debated the value of having websites. Early users of the internet were actively hostile to the notion of a network that was created for the defense and academic communities being co-opted by the commercial sector. Now, of course, any business that isn't on the internet is either utterly clueless or not serious about being a success. Yet we seem to be having the same debate all over again, this time centering on the proper role of social media.

The growing complexity of products, along with the continued globalization of business, has made the supply chain more sophisticated and difficult to manage than ever before. Add to this the threat of unexpected natural disasters - such as the earthquake, tsunami and nuclear crisis in Japan last year - and suddenly manufacturers face challenges that are so complicated they warrant re-thinking the fundamental principles of supply chain management that have guided businesses for years.