Figure 1.7 gives a conceptual model of how supply chain processes (supply, source, make, distribute and sell) are integrated together in order to meet end-customer demand (Beech, 1998). Demand signals are shared across the chain rather than being interpreted and massaged by the ‘sell’ process next to the market. Demand fulfilment is also envisaged as an integrated process, as materials are moved from one process to the next in a seamless flow. Information is the ‘glue’ that binds the supply chain processes together.