3.4.3. Intra-Organizational Behavior and Changed Staff Requirements....
The deliberations outlined above about the inter-organizational prerequisites of logis-tics and supply chain management cannot conceal the fact that an improvement of inter-organizational coordination still requires coordinating the intra-organizational processes. This means that inter-organizational and intra-organizational coordination are mutually dependent and only jointly enable further optimization. The mentality of department and sector optimization is to be superseded by a mentality of thinking in holistic, customer-oriented processes. Goal conflicts between the organizational units should be avoided. In this context it is important to bear in mind the mutual dependencies which, above all, occur between the areas of marketing, sales, and logistics. These reciprocities, also referred to as trade-offs, are established by the actions or decisions of one organizational unit, thereby modifying the decision area of another organizational unit in a goal-relevant manner