The Role of Reducing the Lead- Time with in the Supply Chain in Improving Demand Chain Performance.

The objective of this study is to identify the role of reducing the lead-time and switching from the supply chain to the demand chain in achieving demand and supply integration by Applying to the food and beverage industry in Saudi Arabia. The study determined the dimensions and motives of the shift from the supply chain to the demand chain in several factors, including improving responses, speed delivery, customer service, customer and supplier pressures, competitors, uncertainty of demand, as well as using information technology and the Internet. while the dimensions of supply and demand integration were in several variables including inventory management systems, customer relationship management systems and demand forecasting systems. Finally, the benefits of reducing lead times were faster delivery, improved profitability, lower transaction costs and reduced inventory turnover.To achieve the goal of the study, four hypotheses were adapted, and the researchers developed the survey list to collect the primary data to serve the purpose of the study. Using the Cronbach Alpha method, the parameters of the study variables were confirmed. Using the Structure Equation Modelling (SEM) method to test hypotheses and the study model, the study concluded that there is a relationship between the factors driving the shift from the supply chain to the demand chain and the integration of supply and demand on the one hand, as well as the benefit of reducing the time limit on the other, thus the model of the study was validated and accepted.