3
Supply Chain vs. Demand Chain
“The most recently introduced approach of demand chain management (DCM) seems to capture the proposed synergies between SCM and marketing by starting with the specific customer needs and designing the chain to satisfy these needs, instead of starting with the supplier/manufacturer and working forwards
—Heikkilä”.
Chapter Objectives
To understand:
- Concepts of value, demand and supply chains
- Value creation process
- Tuning of supply chain to have a proper fit with demand chain
- Supply chain strategies for competitiveness
What Should the Firm Ideally Do to Create Value?
The value chain is the blueprint ...
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