Consolidation of Core Activities - Customer Relation and Enterprise Resources: A Binding Association Managing Demand and Firm Success
Published: 2018
Author(s) Name: Ajit Srivastava |
Author(s) Affiliation: Research Scholar, Institute of Management Development & Research, Pune
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Abstract
Currently, the Demand management business process has been much discussed, as it is responsible
for the coordination between production and the market, especially in Manufacture-to-Stock
companies. In addition, the implementation of new computer systems has occurred, in order to
support the large number of business activities. However, to date, the real applicability of Enterprise
Resource Planning and Customer Relationship Management systems’ functionalities in supporting
the Demand Management business process is not clear. Therefore, the present work presents an
analysis of the applicability of an ERP system and a CRM system to support the Demand Management
process in Manufacture-to-Stock production environments.
Keywords: Demand Management, Enterprise Resource Planning, Customer Relationship Management, Marketing, Supply Chain, Manufacturing.
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