July 2015
Intermediate to advanced
3 pages
13m
English
article
Integrating Supply and Demand
by Wendy L. Tate, Diane Mollenkopf, Theodore Stank, Andrea Lago da Silva, Edward W. Davis, Martin Christopher, Marshall L. Fisher, Patrik Jonsson, Adam Mersereau, Ananth Raman
Overview
If an organization only makes incremental improvements, it should expect only
incremental increases to its profits. More dramatic gains in profitability require a radical
overhaul to high-level organizational thinking. Our research suggests that demand and supply
integration offers one such pathway to creating a culture that recognizes that an
organization cannot simultaneously be all things to all customers. Instead, demand and
supply integration helps companies get ahead by enabling organizations to make tough
decisions about how to allocate scarce resources to optimize creation of value — and for
which customers.
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