Prioritizing and Analyzing Demand Chain Management (DCM) Processes in Indian Retailing Using AHP
The extant body of literature on demand chain management (DCM) is predominantly conceptual and unequivocal on how to implement it in a real business setting. Keeping the research gap into account, the study aims to identify and prioritize the DCM processes or variables in the context of Indian retailing. The data were collected using survey method using a structured questionnaire with Saaty (1980) scale. The method employed for analyzing the collected data was analytical hierarchy process or AHP. The results of the study have interesting implications for the industry vis-à-vis literature. Some quick measures revealed that the processes which are critical to implementation of DCM in retail context, in the order of importance, comprises supplier relationship management, customer relationship management assortment planning, top-management commitment and support, marketing orientation, information management, supply chain leagility, customer service management, category management, purchasing management, inventory management, and category tactics.