Demand Chain Process Improvement
Processes in the demand chain are often less well-organised and disciplined than their supply side equivalents. This arises partly from the absence of an agreed framework for analysing the demand chain process.
Professors Philip Kotler and Robert Shaw have recently proposed such a framework. Describing it as the "Idea to Demand Chain" they say:
- "The I2D process can be pictured as shown in Exhibit 1; it is the mirror image of the supply chain, and contains all the activities that result in demand being stimulated. Yet unlike the supply chain, which has successfully delivered economies of scale through process simplification and process control, marketing’s demand chain is primitive and inefficient. In many firms it is fragmented, obscured by departmental boundaries, invisible and unmanaged."
Read more about this topic: Demand Chain
Famous quotes containing the words demand, chain, process and/or improvement:
“That demand of a given moment,
the will to enjoy, the will to live,
not merely the will to endure,
the will to flight, the will to achievement,
the will to rest after long flight.”
—Hilda Doolittle (1886–1961)
“Loyalty to petrified opinions never yet broke a chain or freed a human soul in this world—and never will.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)
“It is part of the nature of consciousness, of how the mental apparatus works, that free reason is only a very occasional function of people’s “thinking” and that much of the process is made of reactions as standardized as those of the keys on a typewriter.”
—John Dos Passos (1896–1970)
“Unlike the normal pattern, I know I have grown more liberal as I’ve grown older. I have become more convinced that there is room for improvement in the world.”
—Walter Wellesley (Red)