An early and constant communication between customer and supplier can ensure a better
SCM. Another rule is if customer treats his suppliers well, inform them, being involved with their
process is likely that less issues raise and usually is a guarantee for a longtime partnership.
These facts are well known by Zara and used in its daily operations. Zara’s designers gather
data on sales and inventory from each of its stores on a daily basis and use this to inform
their view of the situation. This process is named Shared Situation Awareness by Sull and
Turnocni. It consist of three steps: observe the raw data, making sense of raw data and testing
hypotheses (Sull and Turconi, 2008).