Demand Driven Supply Chains
The ability to deliver customer value at lowest possible supply chain cost is critical to businesses wishing to achieve profitable growth. This requires businesses to effectively balance demand and supply, by understanding customer demand and developing appropriate supply chain responses. A shift from a supply ‘push’ to demand ‘pull’.
In this session we explored the importance of a demand driven approach to contemporary supply chains, the underpinning concepts, opportunity and potential challenges.
Biographies
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 Professor Jan Godsell joined WMG in October 2013 from her prior position of Senior Lecturer at Cranfield University School of Management.
Professor Godsell's career has been split between both industry and academia. She joined the faculty of Cranfield in 2001, following the completion of her Executive MBA there. She also completed her PhD at Cranfield, researching the development of a customer responsive supply chain.
Prior to her return to academia, Professor Godsell developed a successful career within industry, beginning at ICI/Zeneca Pharmaceuticals. Following this, she worked up to senior management level at Dyson, in both Supply Chain and Operations Management functions. At Dyson, she undertook a number of operational and process improvement roles within R&D, customer logistics, purchasing and manufacturing.
Professor Godsell is a Chartered Engineer and Member of the IMechE. She is on the board and scientific committee of EurOMA (European Operations Management Association), the cabinet of the UK roundtable of CSCMP (Council of Supply Chain Management Professionals) and the manufacturing steering committee of the IMechE. She is on the editorial board of 3 journals, including the International Journal of Operations and Production Management, and she is an advocate for improving the uptake of STEM subjects by school children.
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 Simon Eagle is a partner at CAMELOT Management Consultants, an instructor for the Demand Driven Institute and author of "Demand Driven Supply Chain Management - Transformational Performance Improvement" (Kogan Page 2017). He has over 25 years of industrial experience across commercial and supply roles in CPG, lifescience and fresh-produce companies.
This short video created by Camelot, demonstrates what 'demand-driven' supply chain's are all about.
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Brian Dooley FCILT, CDDP, CDDL
Head of Inventory Management Centre
Brian has 25 years experience in supply chain planning & execution within both consulting and senior operational roles, this uniquely allows him to leverage his consulting skills and knowledge of best practice with the pragmatic realities of the operational world. He joined BT in 2015 to lead the development and implementation of their supply chain planning processes, an exciting and significant transformation program that challenges some conventional approaches and embraces the emerging concepts of demand driven. Prior to BT Brian has worked with manufacturers, distributors, and retailers to design their supply chain planning processes along with the associated change management required to implement and embed as business as usual. He is passionate about supply chain planning and in particular the benefit it can deliver when orchestrated through a well-executed S&OP process.
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