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 laws of custom make our [returning a visit] necessary. O how I hate this vile custom which obliges us to make slaves of ourselves! to sell the most precious property we boast, our time;—and to sacrifice it to every prattling impertinent who chooses to demand it!”
—Frances Burney (1752–1840)
“Oft, in the stilly night, Ere Slumber’s chain has bound me, Fond Memory brings the light Of other days around me.”
—Thomas Moore (1779–1852)
“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)
“The progress of society is mainly ... the improvement in the condition of the workingmen of the world.”
—Rutherford Birchard Hayes (1822–1893)