An Evaluation of Demand Chain Operations Reference (DCOR) Model:A Case Study of Thai Manufacturer

摘要

A management of demand involves the representation of a quantity of goods or services demanded byhouseholds at a given price,keeping other variables to be constant. Demand side has involved its chain thatencompasses the marketing,sales and services end along with distribution networks. Demand chain involvesdistribution,marketing/sales in which it is found at downstream of the supply chain. Demand chainmanagement (DCM) may take the core values of customer relationship management (CRM) strategy to a newlevel by applying new e-commerce technologies that are rapidly overtaking today's business world. This newlyintegrated approach can link up marketing with other business areas (i.e.,sales,service,finance,supply chainand channel and partner organizations-operations function). Since a new theory and model of DCM has beenproposed previously,it is therefore essential to develop the “DCM performance measurement” that is based onsuch theory and model. This study will develop the DCM performance measurement referred to as “DemandChain Operations Reference” (DCOR model) for data collection. This study aimes to investigate the DCORmodel in Thai manufacturer,especially the industry of refreshing towel located nearby Bangkok area. Byimplementing this model,the performance measurement of demand chain management was evaluated(considering the following factors such as Sales and Marketing,Distribution,IT Implementation,Quality,Reliability,Flexibility,Cost,and Service Level). The results indicated that the constructed key performanceindicators used for the study was useful and found to be standardized for evaluating the performance of demandchain management. Investigating such performance allows the management of demand chain (downstream)actively balancing the management of supply chain (upstream) for the exemplary industry.