Customer and supplier: is the balance tilting?

The doctrine that `the customer rules´ is firmly enshrined in every company in today´s developed economies. But there are signs that the balance of advantage is shifting back towards the suppliers of goods. The author discusses the influence of large manufacturers on society and economics since the industrial revolution. In particular the author discusses the demands of customers and competition between manufacturers. In recent times a new definition of competitive advantage emerged in a world of falling prices where supply outstripped demand. But this circumstance is beginning to change. As the world climbed out of recession in 1994, commodity prices soared. There is direct evidence that, as a result, companies are starting to question the principles of lean, mean, low-inventory manufacturing. The author then discusses the means of achieving competitive advantage as this new era dawns, emphasising the importance of information as a commodity