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Demand Shaping has been hyped, how about Supply Shaping?
During times of mismatch between consumer demand and the ability to supply, companies are many-a-times advised to shape their demand curve. While demand shaping is good for business growth by sprucing up demand during lean periods (promotions, Happy Hours), curtailing demand during peak periods goes against business growth.
Curtailing demand should be the last resort. It is much better to improve the internal capability of the company to supply more during such peak periods. Techniques like Theory of Constraints (TOC) and Demand Driven Supply Chain (DDSC) are quite useful in improving the supply capability for better synchronization of supplies with demand.
A prudent mix of Demand Shaping and Supply Shaping actions works very well for companies at various levels of supply chain agility.