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 small creatures chirp thinly through the dust, through the night.
O mother
What shall I cry?
We demand a committee, a representative committee, a committee of investigation
RESIGN RESIGN RESIGN”
—T.S. (Thomas Stearns)
“To avoid tripping on the chain of the past, you have to pick it up and wind it about you.”
—Mason Cooley (b. 1927)
“Every modern male has, lying at the bottom of his psyche, a large, primitive being covered with hair down to his feet. Making contact with this Wild Man is the step the Eighties male or the Nineties male has yet to take. That bucketing-out process has yet to begin in our contemporary culture.”
—Robert Bly (b. 1926)
“We are accustomed to say, that the mass of men are unprepared; but improvement is slow, because the few are not materially wiser or better than the many.”
—Henry David Thoreau (1817–1862)