Creating “insatiable demand” – leverage the demand chain to expand your customer base and your revenue
Curtis N. Bingham
(Curtis N. Bingham is president of the Predictive Consulting Group (www.predictiveconsulting.com) which helps companies create insatiable demand and increase profits by focusing on the demand chain to strengthen customer relations, sustain competitive advantage, and deliver exactly what customers need, want, and are willing to pay for.)
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Abstract
Umbrellas always sell well when it is raining. After a major hurricane hit Miami last year, Home Depot shipped in plywood from nearly every store in the southeast and still couldn’t keep up with the demand. Profiting by creating natural disasters is, of course, the stuff of comic books and spy novels, but recognizing and satisfying unmet needs is the key tenet of the demand chain.
Keywords
Citation
Bingham, C.N. (2004), "Creating “insatiable demand” – leverage the demand chain to expand your customer base and your revenue", Handbook of Business Strategy, Vol. 5 No. 1, pp. 209-215. https://doi.org/10.1108/10775730410493766
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited