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The company organization structure influences the integration level of the three main components of the supply chain: CRM (Consumer), ISCM (Firm) and SRM (Supplier) The main barriers for integration are: silos mentality, lack of visibility, lack of trust, lack of knowledge and bullwhip effects (Chopra & Meindl, 2007). Barrier Solution (1) Solution (2) Silo Mentality Lack of trust Reported as the first barrier integration with complex solution (IBM, 2009). GE-Work- Out solution for increasing communication in all supply chain participants. UK-government increases quality dialogue between public and private sector. Silo mentality barrier is the inability to find a win-win-win solution because managers are focus on its on budgets without considering the impact on the others budgets departments. This barrier follows the principle: I win you lose. Lack of trust is the inability to share data that if known by all supply chain participants can increases benefits but at cost of reveling confidential data and strategies (Chopra & Meindl, 2007). The ex-GE-CEO Jack Wells, realizing the importance of communication in the early 90, created the GE-Work-Out technique. Implemented by Gannon Associates, GE-Senior-Managers organize meetings with clients, business partners, suppliers and customers following a communication procedure that enhances focus on win-win-solutions. Mixing different expertise’s teams, the cross functional problems within the supply chain were analyzed by the problem-solving teams following an agenda meeting strategy. The excellent results for this technique made the GE-Work-Out an efficient communication technique for finding efficient solutions (Gannon, 1996). GE-Work-Out overcomes ranks, functions, geography, bureauc... ... middle of paper ... ...e from: http://thinkgagnonassociates.com/core-capabilities/ge-work-out (Accessed: 28 November 2011). IBM. (2009) The Smarter Supply Chain of the Future [Online]. Available from: http://www-935.ibm.com/services/uk/gbs/pdf/gbe03167-usen-02.pdf (Accessed: 28 November 2011). IBM-1. (2009) Overcoming barriers to supply chain performance [Online]. Available from: http://public.dhe.ibm.com/software/data/sw-library/cognos/pdfs/whitepapers/wp_overcoming_barriers_to_supply_chain_perf.pdf (Accessed 28 November 2013). Lawrence, R., Hanauz, M.D., & Doherty, S.(2012). The Global Enabling Trade Report 2012: Reducing Supply Chain Barriers [Online]. Available from: http://www3.weforum.org/docs/GETR/2012/GlobalEnablingTrade_Report.pdf (Accessed: 28 November 2011). Nestle. (2013) Nestle News [Online]. Available from: http://www.sas.com/success/nestle.html (Accessed: 28 November 2013).

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