Over Recent Decades, Firms Within the Supply Chain Have Begun

Over recent decades, firms within the supply chain have begun to realize the advantages enjoyed from sharing of technology, information, and planning with other firms. Even competitors, and many modern business thinkers will claim that not only is a more open and relational attitude advantageous, but actually essential and inevitable in maintaining ___________________.

A) strategic advantage
B) a lead over the competition
C) a competitive advantage
D) control of the market
E) an improved market share