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 demand for equal rights in every vocation of life is just and fair; but, after all, the most vital right is the right to love and be loved.”
—Emma Goldman (1869–1940)
“Nae living man I’ll love again,
Since that my lovely knight is slain.
Wi ae lock of his yellow hair
I’ll chain my heart for evermair.”
—Unknown. The Lament of the Border Widow (l. 25–28)
“To exist as an advertisement of her husband’s income, or her father’s generosity, has become a second nature to many a woman who must have undergone, one would say, some long and subtle process of degradation before she sunk [sic] so low, or grovelled so serenely.”
—Elizabeth Stuart Phelps (1844–1911)
“The progress of society is mainly ... the improvement in the condition of the workingmen of the world.”
—Rutherford Birchard Hayes (1822–1893)