Demand Chains:

The Next Step in Revenue Generation

Supply chains have been the primary focus of corporate information technology for more than five decades. Much learning, experience, discipline and investment has gone into successfully structuring and optimizing digitally enhanced supply chains that have permitted global sourcing on an unprecedented scale. However, they do not typically engage customers well or generate the demand businesses need going forward.

An organized, digitally enhanced approach to creating demand will be the next great challenge. READ MORE


Today, many stakeholders influence the decision or demand for a product or service. Demand Chains link capabilities to generate increased business demand in an organized, structured and targeted fashion, often using new, digital enablers. Successful Demand Chains engage those stakeholders, capitalize upon their interests and achieve outsized or new share of business for the entity. Over time, this success will be one of the two or three factors dictating on-going viability in many industries. READ MORE

Purpose of This Demand Chains Website

This Demand Chains site, our work and the perspectives of contributors are dedicated to addressing the challenges of how enterprises can create, accelerate and capitalize upon demand for their existing and prospective products and services. We welcome the dialog.