What is demand management?

[pauline68]

Is it a process of controlling and influencing the demand of a service that a service provider provides to its customers.
OR
Is it the process of identifying patterns of business activity to be able to predict an untapped opportunity in the market or influences the market by creating a demand for a previously non existing service.

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Pauline.

[Peter_78]

Hi Pauline,

Demand management, in order to be most effective, must ensure a streamlined, yet clearly defined and automated work flow process which should be able to assign business priorities or service levels pertaining to both operational and project demands based on the available capacity of financial resources and business capacity.

Business and IT can work closely to decide prioritization, approval or cancellation of demands. The overall benefit which will be provided by this would be towards the optimization of allocation of resources to critical needs of the business in terms of demand rather than expending all the necessary limited resources in fulfilling each and every request without assessing their real value to the business.

[Diarmid]

I think you will find that demand management has very different meanings in different contexts. What is your context? I think your second definition is close to the opposite of how I might understand it, but we live in the age of nuspeke.
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"Method goes far to prevent trouble in business: for it makes the task easy, hinders confusion, saves abundance of time, and instructs those that have business depending, both what to do and what to hope."
William Penn 1644-1718

[SharonSmith]

imp process in ss defines the pbas for the customers