Demand Chain Management – Integrating Marketing and Supply Chain Management
نویسندگان
چکیده
This paper endorses demand chain management as a new business model aimed at creating value in today’s marketplace, and combining the strengths of marketing and supply chain competencies. Demand chain design is based on a thorough market understanding and has to be managed in such a way as to effectively meet differing customer needs. Based on a literature review as well as the findings from a co-development workshop with marketing and supply chain professionals, a conceptual foundation for demand chain management is proposed. Demand chain management involves (1) integrating the demand and supply processes; (2) managing the digital integration (3) configuring the value system and (4) managing the cross-functional working relationships between marketing and supply functions. Propositions for the role of marketing within demand chain management and implications for further research in marketing are derived.
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