"The rate of new-product introductions has skyrocketed in many industries, fueled both by an increase in the number of competitors and by the efforts of existing competitors to protect or increase profit margins. As a result, many companies have turned or tried to turn traditionally functional products into innovative products. But they have continued to focus on physical efficiency in the processes for supplying those products. This phenomenon explains why one finds so many broken supply chains—or unresponsive chains trying to supply innovative products—in industries such as automobiles, personal computers, and consumer packaged goods.Trecho retirado de "What Is the Right Supply Chain for Your Product?"
Functional products require an efficient process; innovative products, a responsive process."