The Shift from Supply to Demand Dominance

In recent years, the focus of supply chain management has shifted significantly from supply-side strategies to demand-side influences. This transition is highlighted by the rise of e-commerce and social media platforms like TikTok, which have empowered consumers and resulted in an imbalance where demand now outweighs supply by a considerable margin. The investment in demand-oriented technologies, data analytics, and consumer engagement has surged, far outpacing traditional supply chain investments. As a result, businesses must adapt to a landscape where understanding and responding to consumer preferences is paramount for operational success.