Over the past 12 months, supply and demand haven’t exactly enjoyed a perfect marriage. With soaring inflation and economic crisis plaguing Europe in 2023, the appetite for purchasing non-essential goods plunged to near-unprecedented depths - leaving a lot of businesses with an inventory headache to cure.

However, with inflation in 2024 and retail volume growth recovering as a result, there’s certainly cause for optimism heading into the new year if companies can get their strategies right.

Can logistics connect imbalance between supply and demand?

Juan Cajiao (Maersk Global Head of Market Activation) had a coffee with Rob Zuidwijk (Rotterdam School of Management Professor of Global Supply Chains and Ports) and discussed how businesses across Europe can for everything 2024 has to throw at it.

In episode two of our three-part video series, Juan and Rob analyse how logistics can be leveraged to play the connecting role between supply and demand and why unifying physical and digital supply chains can be hugely beneficial in 2024.

You can watch the episode 1 of the series and stay tuned for episode 3 on .