Mario Duarte Canever: "From Fork to Farm: Demand Chain Management in the Agro-Food Business"

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23 Oct 2006 16:00
Unit: Wageningen UR
Location: Aula, building 362, Gen. Foulkesweg 1, Wageningen
Organisation: Wageningen University
Co Promotor: Prof.dr.ir. G. Beers (promotor), Prof.dr.ir. J.C.M. van Trijp, Dr. I.A.C.M. van der Lans

 Demand chain management (DCM) is a new paradigm in the business terrain, and it has been defined as: the business practice aimed at understanding and managing the customer demand and at aligning all activities throughout the chain that simultaneously create both customer and enterprise values. We show on the study that DCM is an extension of supply chain management (SCM), but with a strong emphasis on demand management due to the incorporation of the market orientation perspective on its concept. DCM contributes for the business thinking by acknowledging that efficiency is necessary but not sufficient for bringing improvements in the enterprise’s level of competitiveness. As DCM is a newly-formed concept the knowledge to bring it into reality is still scarce. The aim of our study is to empirically analyse the concept of DCM and propose tools for its implementation. The empirical setting of the study is the Rio Grande do Sul beef business in Brazil.
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