5 Keys for Creating an Effective Demand Chain

In order to better understand the consumer and truly drive breakthrough innovation, companies should embrace new operating models rather than simply making minor improvements to their existing supply chains. Marginal innovations, while productive, will not always spur sustainable growth. A truly effective demand chain is one that embraces innovation that closely aligns it with the supply chain, weaving best practices into the fabric of the company and its products. Successful companies will create and commercialize breakthrough innovations to fuel growth over time and sustain a competitive advantage, as they deliver a 25 percent or more improvement in cost, performance and customer value.