The authors suggest that the term "supply chain" may be too limited because it takes a "make-and-sell" view of the business. They believe the term is more appropriate because it suggests a "sense-and-respond" view of the market.

Question

Quizplus · Accepted Answer

The term "demand chain" is more appropriate as it emphasizes a "sense-and-respond" approach, focusing on understanding and responding to market demands rather than just producing and selling products.

The Authors Suggest That the Term "Supply Chain" May Be