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Supply Chain from the Demand Orientation: A Systematic Literature Review and Theoretical Model Construction
Mathematics and Computer Science
Volume 4, Issue 2, March 2019, Pages: 41-56
Received: Jul. 23, 2019; Accepted: Aug. 24, 2019; Published: Sep. 16, 2019
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Zhiyi Zhuo, Chinese Graduate School, Panyapiwat Institute of Management, Nonthaburi, Thailand; Nanan Overseas and Returned Scholars Association, Quanzhou, Fujian, China
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Demand management research has always attracted considerable attention from academia and industry, covering almost all fields, including multiple disciplines, including philosophy, economics, mathematics, management, psychology, etc. This paper provides a systematic review of 110 peer-reviewed journal articles published from 2013 to 2018. The primary purpose is to study how companies design and plan optimal product sales decisions under different demand patterns. We passed to organize and analyze these 110 articles, summarizing the specific role of demand on the consumer goods supply chain, and the relationship to corporate sales decisions. We found that customer demand has driving force and starting point for suppliers to make product sales decisions in the field of consumer goods supply chain. The customer demand for products dramatically affects the degree of market segmentation and also determines the benefits of manufacturers and retailers. However, the existing research is only done under the uncertainty of demand and does not consider the three different demand patterns, real, false, and semi-real. Therefore, there is a significant theoretical gap in existing research. Our goal is to establish a theoretical bridge through the combing and review of relevant literature systems and to construct a conceptual model of the demand-oriented supply chain. This conceptual model will provide an essential reference for the direction of future research.
Demand Orientation, Supply Chain, Precision Marketing, Sales Decision
To cite this article
Zhiyi Zhuo, Supply Chain from the Demand Orientation: A Systematic Literature Review and Theoretical Model Construction, Mathematics and Computer Science. Vol. 4, No. 2, 2019, pp. 41-56. doi: 10.11648/j.mcs.20190402.11
Copyright © 2019 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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