1 UNDERSTANDING THE CHANGES IN SUPPLY CHAIN MANAGEMENT: EXTENSIONS WITH A STRATEGIC MARKETING PERSPECTIVE Mustafa Özgür Güngör, PhD. Candidate in Business Administration Kaan Aktoluğ, PhD. Candidate in Business Administration

Supply chains are in progressive adaptation parallel to the changes in competitive business environment. “Cascaded Supply Chain ” and “Unified Demand Planning ” are two concepts evaluated for this dynamism of requirements to change. The ultimate demand, reaction effectiveness, satisfaction of customer are closely related with the harmonization in supply chain partners. Moreover, these networks of partners are in competition with other similar networks. The cascaded nature of supply chain partners is critical for the effectiveness of information flow and product distribution within this network. In this paper, network of supply chains and their offensive offerings are discussed with a strategic marketing point of view