The demand chain and its place in the value catalyst: an e-commerce example

The concept of the Demand Chain and its place in a firm's Value Chain is examined. The notion of a Value Catalyst where a firm's Demand Chain processes and Supply Chain process fuse to create Value Outcomes is explored. This analysis is applied to a group of wagering operators in Australia, illustrating how e-commerce technologies have significantly enhanced the Demand Chains of those operators with the resulting Value Catalyst contributing to creation of new Value in those businesses.