The danger here is that customers may be aggregated or fitted into categories that appear to be nearly relevant. Thus the link between supplier relationship management and customer relationship management is tenuous. By contrast the demand chain approach is a broader view of relationship management, taking a view that supplier and customer relationship management overlap, and that effective management is to integrate the two. If this is achieved, it results in bringing often conflicting objectives more closely together. Research” (‘Demand chain effectiveness? supply chain efficiencies: A role for enterprise information management’, 2006). In such a complex scenario for a supply china process as the one experienced by Valkyrie Lighting Corporation, the supply china should incorporate a communications technology based system which can integrate the process of the supply chain along with the operations of the business as well as provide diverse channels of interaction with the customers, through which the company can effective target and provide their customers with the products and services required by them
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