The challenges of using true demand through the supply chain
Looking at previous customer purchase data might seem like an obvious source of information upon which to base your forecasts. But it’s not quite as straightforward as you’d think ...
Author
Ralf W. Seifert
Ralf W. Seifert is Professor of Operations Management at IMD and co-author of The Digital Supply Chain Challenge: Breaking Through. He directs IMD’s Strategic Supply Chain Leadership (SSCL) program, which addresses both traditional supply chain strategy and implementation issues as well as digitalization trends and the impact of new technologies.
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