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SYNOPSIS This essay is a study on Laura Ashley's strategic alliance with BLS and pertinent issue that arise from such an alliance. Issues are discussed in several aspects at strategic and managerial level. The essay begins with an analysis on strategic and operational issues, particularly LA's existing problems such as complicated organization structure, disrupted information flow, and lack of coordination among functional departments. It examines the role of logistics information system in reducing overall costs and delivering superior service levels in a cost-efficient manner to end customers. Through analyzing the nature of the strategic partnership of LA and BLS, which is an integrated contract logistics that incorporates both the physical service and the managerial functions under contractual terms, it argues that this partnership is designed to focus and develop the values of LA and BLS through leveraging their core competencies. The essay offers recommendations and rationale for LA based on the recognition...

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