MARKET-DRIVEN SUPPLY CHAINS AND ECONOMIC EFFICIENCY EXPLORING THE SYNERGY BETWEEN CONSUMER DEMAND, LOGISTICS, AND BUSINESS GROWTH
Abstract
Background: Challenges are accelerating driving a need to move towards more market-driven strategies, while aligning to consumer demand and enabling agility with logistics, in an increasingly data powered world. The traditional forecast and production-driven supply chain is frequently incapable of meeting the changing requirements of today's customers and business environments.
Aim: In this study focus on the adoption of market-driven supply chains and its synergy with consumer demand, logistics integration and economic greening and growth for economic efficiency deployment.
Method: Mixed methods approach: a structured survey with 168 supply chain professionals from manufacturing, retail and logistics and expert interviews to derive qualitative insights. Descriptive statistics, correlation, regression, ANOVA for quantitative data and thematic coding for qualitative data were done.
Results: The findings reveal that digital technology application, market receptiveness and logistics cooperation significantly and positively affect economic benefit and business performance (R² = 0.64, p < 0.001). Market-based approaches also proved to have better business growth characteristics when compared to conventional models. Qualitative results demonstrated an increased influence of AI-powered demand forecasting and real-time analytics on supply chain decisions.
Conclusion: This study adds to the current literature by suggesting that market-based supply chain, enabled by information and logistics networks, are essential to achieve sustainability profitability and market performance in today’s turbulent market environment.
