A maturity model for demand-driven supply chains in the consumer product goods industry

•The paper proposes a demand-driven supply chain (SC) maturity model (DDSC-MM).•DDSC-MM is applied to the beverage industry in Brazil, United States, and Uruguay.•Each country derives its own strategy and a road map to becoming demand-driven.•DDSC-MM follows a contingency approach to fit strategies with each SC's environment.

The paper presents a theoretical framework to assist companies to assess their current stage of maturity for a demand-driven supply chain and to develop strategies to progress towards higher maturity levels. It reviews the dimensions and stages of the maturity model, as well as the main concepts of demand-driven supply chains. A participatory consensus building approach to maturity model development was applied to three countries of an international beverage company: Brazil, the United States, and Uruguay. Teams of Supply Chain (SC) executives applied the Analytical Hierarchy Process (AHP) to assign priorities and rank the actual and desired dimensions of maturity for their own SC. The teams were able to analyse their results and deploy strategies to improve their processes towards becoming a demand-driven company, taking into consideration their competitive environment and market position. All SC currently deployed push-based strategies and are in the early stages of maturity to become demand-driven SC.