Study on the impact of customer demand in supply chain management

The term supply chain management (SCM) has risen to prominence in the past few years. SCM extends the concept of functional integration beyond a firm to all the firms in the supply chain. The individual members of a supply chain help each other improve the competitiveness of the supply chain, which should improve competitiveness for all supply chain members. This study attempted to contribute to the body of knowledge of marketing and logistics by empirically investigating the relationship between the customer demand and SCM. An integrative mathematical model was developed and specific relationship was founded about the customer demand and SCM and how it can enhance business performance of the individual firms in a supply chain.