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NA0247 Rethinking Distribution Logistics at VASA, Pilkington Julio Sanchez Loppacher, IAE Business School Marcelo Pancotto, IAE Business School Maximiliano Fernandez Vera, IAE Business School L eopoldo Garcés Castiella, the CEO of Vidriería Argentina S.A. (VASA), was preoccupied with the fast deterioration of the company’s delivery service, the increasing number of customer service problems, and the ensuing complaints, an unheard-of situation until recently. It was mid-2008, and these complications were jeopardizing the solid reputation of VASA, a glass manufacturing company, as the favored supplier in the Argentinian market. Garcés Castiella was an industrial engineer with over twenty years of experience in the glass industry and a successful management track record in the company. During the previous two years he had been based in Brazil as regional manager before his appointment as CEO in 2008. VASA’s performance in customer service, considered crucial for success in the glass industry, was beginning to decline. In addition, VASA’s market leadership was challenged by international competitors in the domestic market amidst a soaring demand for glass,
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