Title: Market responsive demand chain management in Indian companies: an exploratory study

Authors: Durgesh K. Agrawal

Addresses: Rajiv Gandhi Indian Institute of Management, Shillong-793014, India

Abstract: Demand chain management is a new customer-focused and demand-driven business model that integrates various processes and activities of marketing and supply chain (SC) to respond dynamic market conditions proactively. This paper through exploratory study examines its present practices in selected Indian manufacturing industries. It finds that market responsiveness is largely fragmented and reactive not proactive. It also establishes superior logistics services and SC capabilities must be customer-focused and demand-driven in dynamic market scenario to gain market competency and outperform against competition through proactive responsiveness.

Keywords: market responsive demand chains; demand-driven business strategy; logistics services; information flow; distribution; information technology; India; demand chain management; DCM; manufacturing industry; market responsiveness; supply chain capabilities; supply chain management; SCM.

DOI: 10.1504/IJSSCI.2012.051064

International Journal of Services Sciences, 2012 Vol.4 No.3/4, pp.313 - 329

Published online: 06 Sep 2014 *

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