How Companies Win

Fülszöveg

"The authors' discussion of Precision as the Fifth P adds a powerful new tool for marketers. It aligns exactly with our strategy of precision marketing."
—JOSEPH TRIPODI, CHIEF MARKETING AND COMMERCIAL OFFICER, COCA-COLA CORPORATION
For the past twenty years, the growth formula for business has been to increase revenues by expanding product offerings and streamlining supply. But with the recent global recession, the world economy has changed forever. Now the old tools— most notably supply-chain management—are no longer enough. In a new digital age characterized by over-supply and too many product types in almost every market, the new challenge is to locate and capture the elusive pools of high-profit demand.
Rick Kash and David Calhoun have the answer: a revolutionary, demand-driven model that has already proved successful for some of the world's most admired companies, including Best Buy, Anheuser-Busch, Hershey's, and Allstate. At the heart of this powerful new business model... Tovább

Fülszöveg

"The authors' discussion of Precision as the Fifth P adds a powerful new tool for marketers. It aligns exactly with our strategy of precision marketing."
—JOSEPH TRIPODI, CHIEF MARKETING AND COMMERCIAL OFFICER, COCA-COLA CORPORATION
For the past twenty years, the growth formula for business has been to increase revenues by expanding product offerings and streamlining supply. But with the recent global recession, the world economy has changed forever. Now the old tools— most notably supply-chain management—are no longer enough. In a new digital age characterized by over-supply and too many product types in almost every market, the new challenge is to locate and capture the elusive pools of high-profit demand.
Rick Kash and David Calhoun have the answer: a revolutionary, demand-driven model that has already proved successful for some of the world's most admired companies, including Best Buy, Anheuser-Busch, Hershey's, and Allstate. At the heart of this powerful new business model is an achievable vision for a new kind of winning company, one that uses sophisticated new tools and techniques to discover, characterize, and then serve these pools of high-profit demand—and in the process gain pricing power in that market. Kash and Calhoun show how to use everything from social networks to more revealing and effective consumer-research techniques and then introduce the demand chain, the logical new partner to your supply chain. The authors' principles, case histories, and insights will help your business run faster, cut costs, and become better able to deliver high-quality products and services, even in the tightest economic climate.
How Companies Win is a compelling call to action to engage every level within a company, small or large, local or global.
RICK KASH
is the founder and CEO of The Cambridge Group, the growth-strategy consulting firm. He is also the author of The New Law of Demand and Supply. Kash works with companies around the world to help them grow through demand-based business models.
DAVID CALHOUN
has been the chairman of the executive board and CEO of The Nielsen Company since 2006. Calhoun has previously served as the vice chairman of the General Electric Company, the president and chief executive officer of GE Infrastructure, and the chief executive of several other GE divisions and subsidiaries.
www.HowCompanjesWin.com
Author photograph of Rick Kash by James Godman Author photograph of David Calhoun by Marty Heitner Jacket design by i/ieBookdesigners
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ADVANCE PRAISE FOR
"The rise of social networks has anriplified the individual's voice, and this has sparked a revolution in demand. How Companies Win offers real-world solutions ^ that you can implement right now to take advantage of these changes." P
—Sheryl Sandberg, COO, Facebook
"Calhoun and Kash have taken on the biggest business question of all: what it will take for companies to win in this new era of growing oversupply and heightened global competition. The conclusions they reach are eye-opening. And they serve as a warning that every executive—and every investor—should shift their focus to the demand chain right now or risk losing their competitive edge."
—Henry R. Kravis, cofounder, Kohlberg Kravis Roberts
'The lessons of yesterday will not pave a path to the future. Those who adapt to \ and understand the new rules and new models will ultimately win. The authors ft underscore the need to look at the world and its changing dynamics in a whole new way" ^
—Ajay Oanga, president and CEO, MasterCard
"As consumer behaviors change more quickly all the time, demand must be analyzed in greater depth than ever before. Understanding how media companies, retailers, and manufacturers work together to serve demand with much greater precision will be key to the success of all companies going fonward."
-Leslie IVIoonves, president and CEO, CBS Corporation
"As a client-focused retailer, we are convinced that understanding customers better is key to serving them better. We are in a consumer-led world. Winning companies will be the ones adopting an efficient Demand Chain."
—Lars Olofsson, CEO Carrefour Vissza