3. Maximizing Organizational Value Creation Across the Great Divide

By Diane A. Mollenkopf, Theodore P. Stank, and Wendy L. Tate1

Lack of a managerial orientation that integrates demand creation and supply fulfillment activities within firms causes them to be trapped in a pattern of reacting to the marketplace, selling excess product below market rates or losing sales due to insufficient product supply. Lessons from Fortune 500 companies provide insights into the radical changes in managerial thinking needed to integrate demand- and supply-side activities to create optimal value for both customers and the selling firm.2

Modern competition increasingly causes firms to compete in different product or customer categories that require them to develop ...

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