Executive Briefings

There's a Lot of Talk About 'Demand Driven' - Much of It Nonsense

The term demand driven has become vogue again, but what does it really mean? And, should it be taken one step further to orchestrate bidirectionally market-to-market in market-driven value networks? Or will companies stumble on the path by mistakenly implementing supply-centric processes and calling them demand-driven initiatives?

There are a number of newly anointed experts writing articles about becoming demand driven. Their reports are piling up on my desk. As a writer of research on demand-driven supply chains for over eight years, I find many amusing. I like the idea that this old concept is gaining new steam; but unfortunately, too few people writing the articles really understand the concepts. Instead, I see a behavior that I call bait and switch. The article is written and the story is spun, but the solution offered is a supply-centric solution based on yesterday's technology. The original principles of a value network that can sense, shape and translate demand with near-zero latency are being lost in the fog.

Read Full Article


Keywords: demand-driven strategies, defining demand-driven, supply chain planning, supply chain management, supply chain solutions

There are a number of newly anointed experts writing articles about becoming demand driven. Their reports are piling up on my desk. As a writer of research on demand-driven supply chains for over eight years, I find many amusing. I like the idea that this old concept is gaining new steam; but unfortunately, too few people writing the articles really understand the concepts. Instead, I see a behavior that I call bait and switch. The article is written and the story is spun, but the solution offered is a supply-centric solution based on yesterday's technology. The original principles of a value network that can sense, shape and translate demand with near-zero latency are being lost in the fog.

Read Full Article


Keywords: demand-driven strategies, defining demand-driven, supply chain planning, supply chain management, supply chain solutions