ABSTRACT

Business management and soccer have a lot in common - try analysing both in terms of their evolution. During the World Cup Finals of 1958 in Sweden and 1962 in Chile, the Brazilian national team, popularly called the seleção, established true supremacy over all the other competitors, thanks to the individual abilities and creativity of its players. Brazilian players had to learn that fantastic dribbles were still very important, but within a tactical context. This chapter discusses the demand management process that allows the identification of customer behaviours in the marketplace, as well as determining specific supply chain strategies for each market segment. It describes the important complementarity that is related to the market alignment targeted; whereas the first concentrates on achieving the dynamic alignment with its customer market, the latter prioritizes its supplier markets.