The New Law of Demand and Supply: The Revolutionary New Demand Strategy for Faster Growth and Higher Profits

Rick Kash believes supply-side economics has reached the end of its effectiveness, and in The New Law of Demand and Supply he argues for an inverse approach--one he contends is already employed to some degree by many of the world's most successful companies. Kash, CEO of The Cambridge Group consulting firm, uses some of these organizations--such as Gatorade and Sears Credit--to illustrate the concept of demand strategy he proposes to meet these new-world needs. Based on "thoroughly understanding existing and future demand and only then creating the supply to satisfy it," the approach is fully described in chapters devoted to each of its six phases. "Analyze the demand forces and industry factors impacting your business," for example, is a logically presented first step that calls for a wide focus on external elements like demographics, competitors, societal trends, the economy, legislation, and technology. Next comes "Select your most profitable demand segments," advocating a careful search for areas that match your capabilities but can be differentiated from the offerings of others. Subsequent steps (develop a "demand value proposition" that elevates you above the crowd, identify ways to realize this agenda, allocate necessary resources, and execute) are likewise explained thoroughly. The result is an intriguing platform with planks that are potentially applicable in a multitude of situations. --Howard Rothman