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Creating Relevant Value Through Demand and Supply Integration
Author(s) -
Stank Theodore P.,
Esper Terry L.,
Crook T. Russell,
Autry Chad W.
Publication year - 2012
Publication title -
journal of business logistics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.611
H-Index - 79
eISSN - 2158-1592
pISSN - 0735-3766
DOI - 10.1111/j.0000-0000.2012.01049.x
Subject(s) - operational excellence , supply chain , business , supply chain management , service management , supply and demand , industrial organization , demand management , demand patterns , demand chain , marketing , value (mathematics) , process management , computer science , economics , microeconomics , machine learning , macroeconomics
Firms that pursue cost leadership strategies tend to focus on operational efficiency but sometimes fail to fully hear the “voice of the customer.” Alternatively, firms pursuing differentiation strategies tend to focus on the customer, but sometimes to the detriment of operational excellence. To help address such imbalances, an emerging stream of supply chain research has introduced the concept of demand and supply integration (DSI). DSI involves coordinating the activities and processes reflective of a firm’s customer focus, with the operational, supply‐side activities that make demand fulfillment possible. This article contributes to this research stream by providing researchable propositions intended to foster support of a new dominant logic in supply chain management thought, describing how firms can best achieve “relevant” customer value by coordinating supply‐ and demand‐focused activities within and across their functional units.