After studying this chapter, you should be able to:

12.1a: Explain the importance of demand management for organizations.

12.1b: Identify the factors affecting demand management.

12.2a: Describe the challenges of global demand management.

12.2b: Explain strategies used to address challenges in demand management.

12.3a: Identify the unique nature of services demand management.

12.3b: Discuss the risks from excess and insufficient capacity in service organizations.

12.4: Apply the four supply chain dimensions of customer service.

12.5: Discuss the sustainability and ethical issues in customer service.