Integrated demand and supply management in dynamic environments

在当今竞争激烈的商业世界中成功竞争对加拿大公司提出了重大挑战。有必要不断推出新产品，或根据不同的客户需求定制现有产品，仔细定价，并使这些决策适应不断变化的市场。在这种环境下，企业的生存和发展取决于企业如何管理客户对其产品的需求，并以动态的方式执行供应决策以满足需求。缺乏系统和组织孤岛被归咎于需求和供应管理之间缺乏协调。今天，新技术和互联网为公司提供了准确的客户需求信息，提高了跨职能和时间的可见性，并降低了交易成本。这为企业采用新的销售策略、实施智能动态定价方案并将其与库存决策相结合打开了大门。我们在这项研究计划中的目标是开发综合运营营销模式，利用这一机会在各种市场情况下。

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.