Real competition advantages can be gained from rethinking your approach to relationships in the supply chain. The new requirement is to put mutual obligation relationships into place in each of the links in the supply chain, so that every relationship becomes a partnership. Partnership sourcing works because both parties have an interest in each other's success. Partnership Sourcing can help you achieve world class quality standards; cut lead times and increase your flexibility in response to market fluctuations; cut your costs and improve your cash-flow; improve your planning through better long term relationships between customer and supplier; reduce your 'time to market' - the time lag between identifying a market and introducing a new service or product; and increase the rate of innovation to compete more effectively with other supply chains in your marketplace