Using Demand to Modulate Consumer Packaged Goods Supply Networks
Subramanyam Venkataraman - June 21, 2006

Introduction

The success of consumer packaged goods (CPG) supply chains in profitably delivering the right products, at the right place, at the right time, has largely remained theoretical. The focus is still to make planned products at the right times, as opposed to the right products. This implies a "push" culture, and constitutes excessive focus on volume and capacity utilization. For too long, linear supply chains have fallen short—in many ways—in terms of delivering the flexibility and customer response needed to achieve superior bottom line results...