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:
“... the self respect of individuals ought to make them demand of their leaders conformity with an agreed-upon code of ethics and moral conduct.”
—Mary Barnett Gilson (1877–?)
“From Nature’s chain whatever link you strike,
Tenth or ten thousandth, breaks the chain alike.”
—Alexander Pope (1688–1744)
“My advice to people today is as follows: If you take the game of life seriously, if you take your nervous system seriously, if you take your sense organs seriously, if you take the energy process seriously, you must turn on, tune in, and drop out.”
—Timothy Leary (b. 1920)
“... till women are more rationally educated, the progress of human virtue and improvement in knowledge must receive continual checks.”
—Mary Wollstonecraft (1759–1797)