Integrated Demand and Supply Management
Moritz Fleischmann
Associate Professor of Supply Chain Management
RSM Erasmus University
Abstract
Throughout the past decade, scientists and business practitioners have achieved major advances in supply chain management. At the same time, the research and the business communities have increasingly been recognizing the potential of Revenue Management for maximizing the value of a given resource. Recently, we see many initiatives for combining both of these complementary approaches. In particular, we observe a growing trend to explore the potential application of Revenue Management concepts in a supply chain environment.
This presentation reviews approaches to such an integrated
demand and supply management. It discusses the potential and the challenges of
this integration. Moreover, it points out how to modify classical Revenue
Management to fit to a supply chain context. We will zoom in on Revenue Management
approaches in two specific supply chain environments, namely in manufacturing
and in distribution. In particular, we will report on a real-life case study,
regarding demand management at a major online supermarket in The Netherlands.