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:
“...America has enjoyed the doubtful blessing of a single-track mind. We are able to accommodate, at a time, only one national hero; and we demand that that hero shall be uniform and invincible. As a literate people we are preoccupied, neither with the race nor the individual, but with the type. Yesterday, we romanticized the “tough guy;” today, we are romanticizing the underprivileged, tough or tender; tomorrow, we shall begin to romanticize the pure primitive.”
—Ellen Glasgow (1873–1945)
“Man ... cannot learn to forget, but hangs on the past: however far or fast he runs, that chain runs with him.”
—Friedrich Nietzsche (1844–1900)
“A designer who is not also a couturier, who hasn’t learned the most refined mysteries of physically creating his models, is like a sculptor who gives his drawings to another man, an artisan, to accomplish. For him the truncated process of creating will always be an interrupted act of love, and his style will bear the shame of it, the impoverishment.”
—Yves Saint Laurent (b. 1936)
“... till women are more rationally educated, the progress of human virtue and improvement in knowledge must receive continual checks.”
—Mary Wollstonecraft (1759–1797)