Customer orientation concerns the degree to which an organisation focuses on customers, recognises their desires and places meeting their needs as a first priority. As managing the needs of individual customers in
supply chains become increasingly important, logistics companies have been recognising customer orientation as a critical aspect of their success. This study explores some of the challenges in the deployment of customer oriented logistics systems and argues that the so-called product intelligence model can provide an approach for developing such systems. Using an industrial case study, in this paper we examine customer orientation for a third-party logistics provider by examining both the development of information systems that enable
the offering of
exible logistics offerings to the end customer and the impact of providing these offerings on a company's performance. We conclude with a set of functionalities required by information systems of
logistics providers that wish to enhance customer orientation in their offering
