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The emergent demand chain management: key features and illustration from the beef business

Mario Duarte Canever (Departamento de Ciências Sociais Agrárias, Universidade Federal de Pelotas, Pelotas, Brazil)
Hans C.M. Van Trijp (Marketing and Consumer Behaviour Group, Wageningen University, Wageningen, The Netherlands)
George Beers (Agricultural Economics Research Institute, Wageningen University, The Hague, The Netherlands)

Supply Chain Management

ISSN: 1359-8546

Article publication date: 14 March 2008




The paper seeks to delineate the emergence of demand chain management (DCM) from a theoretical perspective and to illustrate its occurrence in practice.


The DCM concept is examined empirically through a case study with retailers involved in the beef chain in the state of Rio Grande do Sul (Brazil).


The paper reveals that the DCM concept derives from the supply chain management (SCM) concept, but with a strong emphasis on demand management due to the incorporation of the market orientation perspective. In the beef business in the Rio Grande do Sul, two distinct practices were observed: SCM and DCM practice. The SCM practice is tightly related to the traditional beef market, whereas the DCM practice emphasizes understanding customers and the sequential capabilities for responding to their requirements.


By establishing the evolutionary development from SCM to DCM, businesses will certainly gain insights about how to become more responsive, and this will improve effectiveness and yield more delighted customers.



Duarte Canever, M., Van Trijp, H.C.M. and Beers, G. (2008), "The emergent demand chain management: key features and illustration from the beef business", Supply Chain Management, Vol. 13 No. 2, pp. 104-115.



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Copyright © 2008, Emerald Group Publishing Limited

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