Demand Chain Management: Applying the Resource Based View of Competitive Advantages

摘要: A new, emerging business model, of demand chain management (DCM) builds on a close alignment between marketing and SCM resources capabilities. This paper aims to understand how achieve integration subsequently deployment an effective DCM through better utilization capabilities the organization. The resource based view (RBV) theory takes “inside-out” or organization specific perspective why organizations succeed fail. According RBV, sustainable competitive advantage derives from valuable, rare, difficult imitate imperfectly substitutable resources. creates strategic assets for in terms shareholder value creation because they enable generate implement strategies that improve its overall efficiency effectiveness. provides some new perspectives explaining development RBV explores organizational contributing such initiatives.