MISUNDERSTANDING AND MISCONCEPTIONS BY MEASURING SUPPLY
CHAIN BY COST ONLY, SHOULD BE ABANDONED. THOUGH COST IS
DIRECTLY RELATED TO PROFIT AND IS AN EASY MEASUREMENT TO MAKE,
IT IS ONLY PART OF THE REVIEW OF THE OUTCOME. CUSTOMERS SHOULD
BE THE MAIN CONCERN OF A COMPANY WHEREAS COST IS NOT REALLY
RELATED TO THE CUSTOMERS. CUSTOMERS, FOR EXAMPLE, MAY NOT
RECEIVE ANY BENEFITS FROM COST REDUCTION, AS THE SUPPLYING
COMPANY SEEMS OFTEN NOT TO LOWER THE PRICE EVEN THOUGH THE
COST IS SLIGHTLY REDUCED.