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:
“risk is full: every living thing in
siege: the demand is life, to keep life: the small
white blacklegged egret, how beautiful, quietly stalks and spears
the shallows, darts to shore
to stab—”
—Archie Randolph Ammons (b. 1926)
“Loyalty to petrified opinions never yet broke a chain or freed a human soul in this world—and never will.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)
“Experiences in order to be educative must lead out into an expanding world of subject matter, a subject matter of facts or information and of ideas. This condition is satisfied only as the educator views teaching and learning as a continuous process of reconstruction of experience.”
—John Dewey (1859–1952)
“They act as if they supposed that to be very sanguine about the general improvement of mankind is a virtue that relieves them from taking trouble about any improvement in particular.”
—John Morley [1st Viscount Morley Of Blackburn] (1838–1923)