Luckily, an alternative exists to the OE dilemma. By effectively understanding what our buyers value in our logistics services,we may design our supply chains to enhance customer satisfaction and loyalty, thus increasing their value to our firm. In global supply chains, this is particularly important, since customer values are often driven by macro-market influences, transportation distances, and cultural dimensions that demand customized services from our firms. By increasing customer value,we are often able to charge premium prices and benefit from greater repeat purchases,thus keeping our margins open by methods other than decreasing operating costs.