10Minutes on harnessing customer demand to drive growth

April 2013
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Harnessing customer demand to drive growth

At a glance

Consumer-packaged goods (CPG) companies, retailers, and their business partners often tout the ways they put customers at the center of their strategies. But while many companies do a good job of understanding their customers, perhaps not as many create demand by coordinating across marketing, sales, and innovation—functions and activities that now encompass the demand chain. This 10Minutes explores ways companies can capitalize on knowing their customer with demand functions pulling in the same direction.

The demand chain integrates the activities and stakeholders that spark consumers’ devotion to products and brands to drive growth. Creating customer interaction, efficiency, and growth requires a demand chain that embraces innovation and aligns with the supply chain because it is woven into the fabric of a company, its brands, and its products.

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