Vol. 2, Issue 1, Part E (2016)

Abstract
In the competitive market, Managers are not ready to rely on Greek fable of rabbit and tortoise where “slow and steady” tortoise wins the race. Managers put on high efforts at every stage to satisfy customers’ needs and to equalize with customers’ perceptions. The supply chain management, which covers all departments including transportation, warehousing, inventory control, production planning, order processing, customer service and even information systems, has taken shape of supply chain relationships. Supply chain management and supply chain relationships share a common goal of “adding value” to the product to take customers to a delighted level, much beyond the satisfactory level. Supply chain concept, though is a historical process, but shows a greater impact today and will hopefully obtain more responsibilities tomorrow, thereby creating a supply chain pipeline. Supply chain management has been the part of the extended enterprise and has done better job of serving the ultimate customer. Today’s market is of bearing competitive advantage of adding a bundle of values in the very concept to attain and retain customers for a prolonged time. This paper will give an insight into the concept of transformation of supply chain management to supply chain relationships and will be helpful to marketer to bridge the gap between customers’ expected and perceived needs.