Demand network alignment: aligning the physical, informational and relationship issues in supply chains

The aim of this paper is to propose a model for the inter-relationship and alignment of supply and demand networks from two perspectives namely the physical/operational (including information/knowledge systems), and the relationship/behavioural that affect collaborating partners. The two perspectives need to be considered simultaneously to realize the dynamics of supply chains and the issues affecting their management. The paper presents the development of the model on a conceptual level, and utilizes the data from a case study to depict the effect of these two perspectives in understanding supply chain dynamics.