Supply Chain Issues Take On New Urgency Dell Seen As Poster Child Internet's helping to spur cooperation between firms, say Accenture consultants.(INTERNET & TECHNOLOGY)

Byline: J. BONASIA

Smart supply chain management isn't sexy, but it often makes the difference between winning and losing in a down economy.

For instance, failed online grocer Webvan might have done better if it partnered with supermarket chains, rather than assume all of the logistics costs itself.

In contrast to Webvan, Dell Computer Corp. succeeds by having "the nerve to be simple" rather than over-engineer its systems, says Al Delattre, an Accenture Ltd. consulting partner.

"The supply chain is the biggest weapon or liability for companies to rely on to get their products to market and drive profits," he said. "Beautiful merchandising …