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The Demand Management Process

Keely L. Croxton (The Ohio State University)
Douglas M. Lambert (The Ohio State University)
Sebastián J. García‐Dastugue (The Ohio State University)
Dale S. Rogers (University of Nevada, Reno)

The International Journal of Logistics Management

ISSN: 0957-4093

Article publication date: 1 July 2002



Demand management is the supply chain management process that balances the customers' requirements with the capabilities of the supply chain. With the right process in place, management can match supply with demand proactively and execute the plan with minimal disruptions. The process is not limited to forecasting. It includes synchronizing supply and demand, increasing flexibility, and reducing variability. In this paper, we describe the demand management process in detail to show how it can be implemented within a company and managed across firms in the supply chain. We examine the activities of each sub‐process; evaluate the interfaces with corporate functions, processes and firms; and provide examples of successful implementation.



Croxton, K.L., Lambert, D.M., García‐Dastugue, S.J. and Rogers, D.S. (2002), "The Demand Management Process", The International Journal of Logistics Management, Vol. 13 No. 2, pp. 51-66.




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