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What is Fulfillment?

Order fulfillment refers to the entire process from the moment of sales inquiry to the delivery of a product to the consumer. It can also refer to the more specific act of distribution or the logistics role. It refers to how businesses respond to customer demands in a larger sense.
The order fulfillment strategy also sets the supply chain’s de-coupling point, which is the point in the system where the supply chain’s forecast-driven and demand-driven aspects meet.

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