Supply constraints? Demand-shaping revisited: Supply chain managers working with sales and marketing can ensure products in demand match with available supply to maximize profits.

The article discusses the importance of supply chain managers working with sales and marketing to ensure that products in demand align with available supply. It emphasizes the need for supply planning managers to play a role in advocating for demand-shaping with supply in mind, particularly during periods of supply shortages. The article also highlights the shift from push to pull supply chains and the lessons learned during the COVID-19 pandemic regarding uncertain demand and supply shortages. It concludes by emphasizing the importance of aligning demand with supply to eliminate waste, improve service, and enhance profitability and asset utilization. [Extracted from the article]