Managing supply chain in a high-demand marketplace: Operational resilience, service reliability, and customer value under demand shocks

Abstract

Organizations operating in high-demand markets increasingly rely on complex and fast-moving procurement and supply chain networks to maintain service reliability under conditions of high volatility. Demand shocks caused by global disruptions and abrupt market changes, such as those experienced during the COVID-19 pandemic, exposed structural weaknesses in procurement planning, inventory visibility, supplier coordination, and operational responsiveness. This study investigates the impact of procurement analytics, adaptive demand forecasting, and supply chain resilience on operational performance in high-demand environments. Drawing on established literature in supply chain management, forecasting, resilience, and data analytics, the paper proposes a conceptual approach that links procurement capabilities to service reliability and customer satisfaction. The analysis reveals that inaccurate forecasts, capacity misalignment, and limited real-time visibility tend to propagate throughout the supply chain, leading to delays, service failures, and reduced reliability. The study also highlights the limitations of traditional, static procurement strategies in volatile contexts and underscores the importance of data-driven decision-making in enhancing agility and operational stability. The findings suggest that procurement analytics and predictive forecasting function not only as operational tools but also as strategic enablers of resilience and value creation in high-demand markets.