Demand Chain management Model: A tool for stakeholders value creation

Kwabena Sarpong Anning, Stephen Okyere, Jonathan Annan


The recent pressure on organisations to maximise shareholders value through demand chain management has brought about many arguments as there are different consensuses on what supply chain management and demand chain management are.This study aims to augment the existing knowledge of demand chain management concept and how it can be used to maximise stakeholders’ value.

The study examines demand chain management through comprehensive literature review on the various definitions of demand chain management, the difference between demand chain management and how they can be integrated to achieve stakeholders’ value. It also reviews literature on evidence of demand chain management in practice. Based on the literature review a model of demand chain management is developed.  The study suggests finding the balance between supply chain and demand chain in order to maximize customer, shareholders and societal value. 


Demand Chain Management, Supply Chain Management, Value maximization, Conceptual model

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