Demand Chain Management in Japanese Manufacturing Corporation

—How to Gain Competitive Advantages by Multiple Channel Strategy—

抄録

This paper is about the project of introducing Demand Chain Management (DCM) in Japan. Through our investigation, we try to find why DCM is stressed now and how it has been developed in Japan. After analysis, it is proved that the alliance relationship between manufacturers and retailers is the key to success for DCM. Finally, some advice is given to manufacturers for gaining competitive advantages by integrating multiple channels.