International Journal of Mechanical Engineering and Research

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Demand Chain Management Implementation Challenges: An Interpretive Structural Modelling Approach

Research Area: Volume 4 Issue 2 Year: 2015
Type of Publication: Article Keywords: demand chain management, challenges, modeling, ISM
  • Narendra Varkhedkar
  • Namish Mehta
  • Amol Ashokrao Talankar
Journal: IJMER Volume: 4
Number: 2 Pages: 31-47
ISSN: 2277-8128
Purpose – The purpose of this research paper is to identify the variables influencing creation of demand and to establish relationship among them using interpretive structural modeling (ISM). Design/methodology/approach - Variables related to DCM are identified from literature. These variables are classified as enablers (facilitating the fulfillment of demand) and challenges (facilitating the creation of demand) by experts. ISM is used to obtain structural relationship amongst the challenges. Findings – The variables influencing DCM are classified through expert opinion as enablers (facilitating the fulfillment of demand) and challenges (facilitating the creation of demand). ISM model for challenges identifies liberalization, urbanization, information and communication technology as independent drivers; globalization, marketing environment (demographic, economic, natural, technological, social and political legal) and geographic factors as linkage variables; marketing strategy, competitive strategy, service strategy and networking as dependent variables, in which the marketing strategy, competitive strategy and service strategy have maximum dependence. The presence of linkage variables in the model indicates the existence of feedback relationship amongst them. Originality/value – Categorization of variables helping in fulfillment of demand as enablers and creation of demand as challenges; establishing interrelationship amongst the challenges so as to help organizations to have better insight in implementation of DCM.
Full text: IJMER4212.pdf

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