It is all good to get materials flowing and movement synchronized, but supply shall respond in time with the end-customer’s needs. It is the end-customer’s demand signals that cause the supply chain to respond. By ________ the end-customer demand information across the supply chain, we create a demand chain, focused on customer value. ________ enables the rapid sharing of demand and supply data at increasing levels of detail. The aim is to integrate such demand and supply data so that an increasingly accurate picture is obtained about the nature of business processes, markets and end-customers.