Why is it so difficult to achieve internal integration in traditional organizations? It is not. Internal integration comes naturally to most organizations Senior leaders pit functions in competition with one another in order to encourage greatness at the functional level People from different functional backgrounds do not tend to get along A "divide and conquer" mentality pits functional areas against each other in the pursuit of functional performance metrics On the demand creation side, is concerned with determining and shaping long-term customer need and innovating offerings to satisfy those needs. Finance Supply chain operations Operations Marketing Manufacturing What process converts capacity plans into operational plans and demand forecasts into demand plans? Supply Base Realignment Aggregate Production Planning Demand/Supply Integration Master Requirements Planning Demand Manipulation