Supply based on demand dynamical model

•A supply model in uncertainty of demand forecast is proposed.•The model allows to study several supplier strategies.•It is shown that small changes in price elasticity lead to very different dynamics.•The model shows chaotic behavior for a wide range of parameters.•The proposed model is able to reproduce market collapses. We propose and numerically analyze a simple dynamical model that describes the firm behaviors under uncertainty of demand. Iterating this simple model and varying some parameter values, we observe a wide variety of market dynamics such as equilibria, periodic, and chaotic behaviors. Interestingly, the model is also able to reproduce market collapses.