While many senior executives continue to talk about the "voice of the customer," few demonstrate their commitment to this concept by spending time with customers. Many continue to use their intuition or `golden gut' in their attempt to provide superior customer value. Unfortunately, `senior executive intuition' is rarely attuned to the needs of their customers. While the competitive environment continues to intensify, executives have cut back on the time devoted to customers just when it should be increasing. This article discusses the need for senior executives to spend time with customers and provides examples of the benefits that this approach will provide.

Supply Chain Management (SCM) includes many theories from other areas of management. This paper focuses on how SCM is a blend of different theories of other disciplines. A number of items are identified, which were first developed in other disciplines and then included in Logistics. Despite borrowing theories from other disciplines, it has yet to come to a mature stage. This paper illustrates the benefits to SCM from borrowing, and applying these to the existing disciplines. The core theme of the paper is that the discipline of SCM can further adopt theories from other disciplines to define SCM more explicitly.

One of the most significant changes in the paradigm of modern business management is that individual businesses no longer compete as a solely autonomous entity, but rather compete as a supply chain. Supply Chain Management (SCM) has gained significance as one of the 21^st Century manufacturing paradigms for improving organizational competitiveness. Many authors define the term supply chain management as a series of interconnected management activities that take place between suppliers and customers. Lankford (2004) states that SCM encompasses all activities associated with a firm moving its composite flow of information, materials and services from the raw materials stage through production and then to the end customer.

The members of International Center for Competitive Excellence developed the defination of Supply Chain Management in 1994.According to them-"Supply Chain Management is the integration of business processes from end user through original suppliers that provide products, services and information that add value to customers". SCM is benefited from a variety of concepts that were developed in several different disciplines such as marketing, information systems, economics, logistics, operations management and operations research.

Supply Chain Management: A Great Borrowing Discipline, management, Logistics, modern business management, organizational competitiveness, suppliers and customers, International Center for Competitive Excellence, information systems, operations management.