Is Demand Chain Management the New Supply Chain Management? Will the Demand Channel Trump the Supply Channel?

Abstract

In this article, a contemporary view of demand chain management (DCM) is provided along with an indepth literature review that has tracked all of the relevant and key articles on the subject to date. While the concept of DCM is believed to have been introduced in the 1990’s, there has not been much research on DCM relative to other areas such as supply chain management. The methodologies, industries, and cases study companies utilized in the literature are also documented. A unique field case from the home improvement industry is provided along with recommendations for future research in the DCM field.