TY  - BOOK
AU  - Deshmukh, Arun Kuma
AU  - Mohan, Ashutosh
TI  - Demand chain management: the marketing and supply chain interface redefined
PY  - 2016///
CY  -  Hydrabad 
PB  - I UP Publication 
KW  - Shoppers Stop Ltd.
KW  - Demand Chain Planning
KW  - Supply Chain Management
KW  - Business Models
KW  - Marketing
KW  - Demand Chain Planning Supply Chain Management Marketing Business Models Shoppers Stop Ltd.
N1  - As   a   customer  facing   interface,  customer-centric  marketing   orientation  has   gained   prominence   among
academicians  and  practitioners,  however,  the  success  of  a  business  transaction  equally  hinges  on  back  office
function, i.e.,  Supply Chain Management (SCM). Several businesses operated these  functions as  two different
silos  which ultimately  hindered their  overall  business  performance.  This  calls  for  an  integrative thinking  which
combines  the  two  (marketing  and SCM)  to constitute a  synergistic  concept,  i.e.,  Demand  Chain Management
(DCM). Several researches so far conceptualized and empirically examined the issues related to marketing and
SCM separately, and DCM, however, still remained a fancy idea to play with. Hence, in this paper, the authors
explore  the  conceptual foundations  of  DCM in general. The  paper  elucidates  the  key concepts  associated with
demand chain management, followed by real-time cases of two  apparel retailers, i.e., Shoppers  Stop and Zara.
The  cases  discuss  the  success  stories  of  the  two  retailers,  made  possible  by  the  effective  execution  of  DCM.
The  study  comprises  the  use  of  both  interpretive  paradigm  and  constructivist  epistemolo
ER  -