4. Repositioning the way R&D and marketing work with purchasing and the supply chain

This new Make or Buy decision-making process repositioned purchasing and the supply chain vis-à-vis marketing and R&D.

Purchasing and the supply chain are no longer "services" that come at the end of the chain to :

• achieve at lower cost what has been imagined by marketing and R&D ;

• or find a solution to a crisis situation (under-capacity, quality problem, etc.).

They become an integral part of the company's creative process, and you need to give them their natural place in the eco-design process, where they also bring the innovative power of suppliers and sometimes customers.