Demand chain management-integrating marketing and supply chain management

Abstract

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 and focus group discussions with marketing and supply chain professionals, a conceptual foundation for demand chain management is proposed. Demand chain management involves (1) managing the integration between demand and supply processes; (2) managing the structure between the integrated processes and customer segments and (3) managing the working relationships between marketing and supply chain management. Propositions for the role of marketing within demand chain management and implications for further research in marketing are derived. D

Processes and integration in the interaction of purchasing and marketing: Considering synergy and symbiosis

“…The case for functional integration is well supported in the literature (Bregman, 1995;Chicksand, Watson, Walker, Radnor, & Johnston, 2012;Jüttner et al, 2007;Kotler & Levy, 1973;Sheth et al, 2009). Despite this, the literature on functional integration is sparse with little focus on purchasing and marketing integration specifically, demonstrating a need for specific and up-to-date work in this area (Griffin & Hauser, 1996).…”

Examining sustainability performance in the supply chain: The case of the Greek dairy sector

“…In general, supply chain management (SCM) is at the confluence of many disciplines and it is placed at the core interface between marketing, logistics and operations domains. This view is supported by most marketing, logistics, operations and SCM scholars (see Boyer & Hult 2005;Ellinger 2000;Jüttner, et al 2010;Lambert & Cooper 2000;Mentzer, et al 2001). To this end, SCM is defined as the "integration of key business processes from end user through original suppliers that provide products, services and information that add value for customers and other stakeholders" (Lambert & Cooper 2000, p.66).…”

“…To our knowledge, this is the first study that monitors the sustainability performance of the whole SC by examining all key chain members in the evaluation. Hence, we follow an inter-organizational, supply chain-wide approach that has been highly recommended by many marketing and operations management researchers in the past (see Ballou, et al 2000;Gunasekaran, et al 2004;Jüttner, et al 2010;Van der Vorst 2006). In addition, our work has contributed to the marketing, operations management and SCM literature regarding the performance of a SC and its key members by following the use of a specific set of marketing and operations, sustainability-related indicators.…”

Proposição de um modelo para a gestão da demanda: um estudo entre os elos atacadista e fornecedores de produtos de mercearia básica

“…Os conceitos e objetivos da gestão da demanda discutidos por diversos autores (CROXTON et al, 2008;HILLETOFTH;ERICSSON, 2007;HILLETOFTH;ERICSSON;CHRISTOPHER, 2009;JÜTTNER;BAKER, 2007;MENTZER et al, 2007;MOON, 2005;PIRES, 2009;RAINBIRD, 2004;VOLLMANN et al, 2004;WALTERS, 2006;WALTERS;RAINBIRD, 2004) pressupõem que a gestão da demanda envolve a criação de sinergias entre a gestão de operação e de marketing com o objetivo de compreender o mercado e desenvolver ações sincronizadas com a estratégia da empresa, capacidade produtiva e atendimento das necessidades do consumidor final.…”

“…As abordagens identificadas na literatura (CROXTON et al, 2008;ESPER et al, 2010;HILLETOFTH;ERICSSON;CHRISTOPHER, 2009;JÜTTNER;BAKER, 2007;MOON, 2005;VOLUNTARY..., 2010) não exploraram empiricamente como as empresas podem implantar a gestão da demanda. Croxton et al (2008) detalharam, de forma conceitual, o processo de gestão da demanda sob a perspectiva da gestão da cadeia de suprimentos, propondo subprocessos estratégicos e operacionais para sua implantação.…”