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

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.