New Law of Demand and Supply eBooks
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 The New Law of Demand and Supply
By: Richard Kash

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 The New Law of Demand and Supply 		 

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For more than two hundred years, companies have based their approach to business on supply-side economics, concentrating on creating products and services and then attempting, through marketing, publicity, distribution and promotion to stimulate a demand for them. While most companies have factored in customer feedback, focus groups, and broad-based market research, their basic approach has remained the same. And it is a mistake.

In The New Law of Demand and Supply, Cambridge Group CEO Rick Kash argues that in order to succeed in today's market, companies must reverse their approach by first determining what current and emerging demand exists and then by creating products and services to meet that demand.

For a host of reasons -- from the reduced life cycles of products and services, to deregulation, to increased competition as a result of globalization, to the ability of customers to compare prices and values at a keystroke -- the market, Kash argues, has fundamentally and permanently changed from one that is driven by supply to one that is driven by demand. Traditional businesses that remain locked in a supply-side mentality are doomed to failure.

Today's most successful companies, from McDonald's to IBM, from EMC to Pepsi-Cola, use the principles of demand strategy to first understand all the factors that go into creating demand in their targeted markets, as well as what their emerging needs will be in the future.

In the heart of the book, Kash outlines a specific six-step demand strategy on how to implement a demand-first approach -- from homing in on who your most profitable customers are to determining what needs they have (whether articulated or not) that are not currently being addressed. Using that information, companies can create unique products that are differentiated from their competitors' to meet those demands. Rather than being forced to compete on pri

The New Law of Demand and Supply

Richard Kash

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