As a customer facing interface, customer-centric marketing orientation has gained prominence among academicians and practitioners, however, the success of a business transaction equally hinges on back office function, i.e., Supply Chain Management (SCM). Several businesses operated these...

Purpose The study aims to present demand chain management (DCM) modeling of Indian apparel retailers. This will result in a structured model presenting contextual interrelationship among DCM variables so that retailers can proactively manage their demand chain. Design/methodology/approach The...