The emergent demand chain management: key features and illustration from the beef business

Abstract

Abstract Purpose - The paper seeks to delineate the emergence of demand chain management (DCM) from a theoretical perspective and to illustrate its occurrence in practice. Design/methodology/approach ¿ The DCM concept is examined empirically through a case study with retailers involved in the beef chain in the state of Rio Grande do Sul (Brazil). Findings - The paper reveals that the DCM concept derives from the supply chain management (SCM) concept, but with a strong emphasis on demand management due to the incorporation of the market orientation perspective. In the beef business in the Rio Grande do Sul, two distinct practices were observed: SCM and DCM practice. The SCM practice is tightly related to the traditional beef market, whereas the DCM practice emphasizes understanding customers and the sequential capabilities for responding to their requirements. Originality/value ¿ By establishing the evolutionary development from SCM to DCM, businesses will certainly gain insights about how to become more responsive, and this will improve effectiveness and yield more delighted customers. Keywords: Supply chain management, Demand, Management strategy, Brazil