From Prediction to Strategy: Transforming Demand Management in Emerging Markets

This chapter examines the strategic evolution of demand management in emerging markets across Europe and Latin America. Historically perceived as a basic forecasting tool, demand management has evolved into a critical strategic function that drives competitiveness, resilience, and operational excellence (Basavaraju & Valilai, 2025). As economies matured, integrated approaches became essential to improving inventory performance, forecast accuracy, and customer service. Strategic Demand Management (SDM) enables firms to optimize resources, enhance efficiency, and sustain long-term growth, particularly in Europe’s emerging economies (Shvidanenko et al., 2017). Countries such as Poland, Hungary, Romania, Serbia, and Bulgaria face challenges arising from rapid transformation, institutional change, and shifting consumer patterns. The specific constraints of emerging markets—limited infrastructure, regulatory volatility, and scarce resources—demand a sophisticated SDM framework incorporating predictive analytics, artificial intelligence, and localized inventory strategies to strengthen supply chain resilience (Lawal & Isiyaku, 2025). Persistent adoption gaps across Latin America highlight the need for deeper research and broader implementation to promote sustainable economic growth. The study contributes to the theoretical development of SDM by reframing it as a bridge between forecasting and strategy, emphasizing data-driven decision-making, digital transformation, and contextual adaptation as essential pillars for achieving competitiveness and sustainable performance in emerging economies.