Barilla SpA, an Italian manufacturer that mainly sells to its retailers through third-party distributors, experienced volatile demand patterns from its distributors in the late 1980s. This case describes a proposal to solve the problem by implementing a program of Ongoing replenishment that transfers responsibility for determining the quantities shipped to distributors from distributors to Barilla. It describes the support and resistance within the various functional areas of Barilla and within the distribution partners that Barilla has approached with the proposal.
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