How Companies Win : Profiting from Demand-Driven Business Models No Matter What Business

Since World War II, the growth formula for business has been to increase revenues annually, consistent with an expanding economy. But with the recent financial collapse, the once profitable model they relied on – Supply Chain Management – isn’t enough. Today, companies are struggling to find a new way of competing and winning in a world of contracting demand. Rick Kash and David Calhoun have the answer: a revolutionary demand-driven model that has already proven successful for some of the world’s biggest companies, including Hershey, Best Buy, Anheuser-Busch, Wells Fargo, Allstate, Wal-Mart, and Coke. At the heart of this powerful new business model is a vision of a new kind of company, one that is driven not by chasing lowest cost supply, but by demand: knowing how to precisely identify customers, target those that offer the highest profits, and then build a demand to capture them. The Demand model is not an improvised or trendy response to the recent global economic collapse. Nearly a decade in the making, it is a farsighted vision whose time has come, one that can help businesses run faster, cheaper, and deliver higher quality products and service even in the tightest economic climate. In the new economy, Supply Chain remains every bit as important as it has been, Kash and Calhoun advise. But now it has a partner of equal importance, the Demand Chain. Implemented together, these two pillars of growth are the new Business Model for How Companies Win.