INTEGRATING DEMAND AND SUPPLY CHAIN MANAGEMENT

Abstract

SUBTITLE: SOME COMPANIES CONCENTRATE ON UPGRADING THEIR SUPPLY CHAIN OPERATIONS. OTHER FOCUS MORE ON THE DEMAND SIDE, SEEKING TO IMPROVE THE CUSTOMER RELATIONSHIP PROCESSES. YET THE REAL KEY TO MARKET SUCCESS IS TO EFFECTIVELY INTEGRATE THE TWO INITIATIVES. BY DOING SO, YOU CAN OFFER CUSTOMERS GREATLY ENHANCED VALUE PROPOSITION. AND THIS, IN TURN, LEADS TO NEW LEVELS OF PROFITABILITY AND ASSET RETURN.