Integrated demand and supply management in dynamic environments

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Competing successfully in today's competitive business world poses significant challenges to Canadian firms. There is a need to constantly deliver new products or to tailor existing products to different customer needs, carefully price them, and adapt these decisions to the changing market. Survival and growth in this environment depend on how well firms manage customer demand for their products and execute supply decisions to match the demand in a dynamic fashion. Lack of systems and organizational silos have been blamed for the lack of coordination between demand and supply management. Today, new technology and the Internet provide firms with accurate customer demand information, improve visibility across functions and over time, and reduce transaction costs. These open the door for firms to adopt new selling strategies, implement intelligent dynamic pricing schemes, and to integrate them with inventory decisions. Our objective in this research program is to develop integrated operations-marketing models that exploit this opportunity for a variety of market scenarios.