Understanding Demand and Supply Paradoxes and Their Role in Business-to-Business Firms
Understanding Demand and Supply Paradoxes and Their Role in Business-to-Business Firms
10.08.2017 15:00
YER : Batı Kampüsü, 2008
Dr. İsmail Gölgeci
Norwich Business School,
University of East Anglia, UK

Ismail Golgeci joined University of East Anglia, Norwich Business School in July 2015 as a Lecturer in Marketing. He holds a BSc degree in Industrial Engineering from Yildiz Technical University in Turkey, an MSc in Supply Chain Management from Chalmers University of Technology in Sweden, and a PhD in International Marketing from University of Vaasa in Finland. Prior to joining UEA, he has had various managerial and academic experiences in the US, Sweden, Qatar, and Poland. Drawing on a diverse academic and managerial background, his research interests are International Marketing Strategy, Global Value Chain Management, Agility, Resilience, and Innovation. He has published in nine peer-reviewed academic journals including Journal of International Business Studies. Golgeci teaches marketing and SCM modules that probe into the key issue of providing relevant customer value both effectively and efficiently, concentrating on instilling strategic and integrative approaches to demand creation and fulfillment activities. Ismail Golgeci is a member of the editorial board for the Review of International Business and Strategy.

The language of the event is English.

In this paper, we explore paradoxes firms face when they manage demand and supply activities and managers’ experience of coping with and transcending these paradoxes. Following an exploratory research approach and based on the analysis of interviews with executive managers, documents from, and observations of 19 business-to-business (B2B) firms, we develop empirically grounded propositions. We first find three major demand and supply paradoxes, namely collaboration-competition, concord-conflict, and integration-differentiation. We then expand on the handling mechanisms B2B firms employ to respond to these paradoxes. We find that B2B firms that understand, balance, and transcend demand and supply paradoxes achieve greater synergy between demand and supply activities and leverage both demand and supply approaches as overarching guiding principles for their strategy. Our study informs B2B marketing and marketing strategy by exploring the nature and role of paradoxes that shape the relationships between demand and supply activities. In doing so, it also offers an empirical account of the discrepancy between the theory and practice of demand chain management.​