Demand Chain Management: Issues and Initiatives in India

Abstract

In the globalized and technology-driven market scenario, consumers are becoming more conscious about maximization of value. Global exposure and easy access to information are making continued change and increase in their expectation and aspiration. These make the whole perspective of value more dynamic that result in more demand uncertainty. In this dynamic environment, firms are under continued pressure to define, create and deliver superior customer value with distinction. Demand chain management is a new tool in the hands of the management that deals with all assets, information, and processes to define demand followed by synchronization of various activities to fulfill demand by real-time flow of products and information. The focus of this paper is to analyze the limitations of supply chain in demand-side optimization in the prevailing market scenario. Thereafter, this paper aims at identifying critical issues of demand chain management in India. It also assesses Indian corporate mindset towards efficient and effective management of demand chain.