Put yourself in the position of the vice-president of Genexis and structure the debate on how to approach the primary issue he is facing, namely, how they are going to get cooperation from all the supply chain participants. 2. Analyze the general supply chain management issue: do you think Genexis could manage to launch successful initiatives to perform in other market segments, such as the confectionery industry, which have a similar structure? What kind of problems do you foresee with the broadening of their services in this way? 3. What major competencies should Genexis maintain and develop to grow in its cur- rent market? What strategic alliances, if any, should Genexis create to establish its VAN or service supply network? Case 26 Genexis and the Brazilian Pharmaceutical Industry 205