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How Companies Win

Since World War II, the growth formula for business has been to increase revenues annually, consistent with an expanding economy. But with the recent financial collapse, the once profitable model they relied on - Supply Chain Management - isn't enough. Today, companies are struggling to find a new way of competing and winning in a world of contracting demand. Rick Kash and David Calhoun have the answer: a revolutionary demand-driven model that has already proven successful for some of the world's biggest companies, including Hershey, Best Buy, Anheuser-Busch, Wells Fargo, Allstate, Wal-Mart, and Coke. At the heart of this powerful new business model is a vision of a new kind of company, one that is driven not by chasing lowest cost supply, but by demand: knowing how to precisely identify customers, target those that offer the highest profits, and then build a demand to capture them. The Demand model is not an improvised or trendy response to the recent global economic collapse. Nearly a decade in the making, it is a farsighted vision whose time has come, one that can help businesses run faster, cheaper, and deliver higher quality products and service even in the tightest economic climate. In the new economy, Supply Chain remains every bit as important as it has been, Kash and Calhoun advise. But now it has a partner of equal importance, the Demand Chain. Implemented together, these two pillars of growth are the new Business Model for How Companies Win.
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About the Author

Rick Kash is the founder and CEO of The Cambridge Group, the growth-strategy consulting firm. He is also the author of The New Law of Demand and Supply. Kash works with companies around the world to help them grow through demand-based business models. David Calhoun has been the chairman of the executive board and CEO of The Nielsen Company since 2006. Calhoun has previously served as the vice chairman of the General Electric Company, the president and chief executive officer of GE Infrastructure, and the chief executive of several other GE divisions and subsidiaries.


"Recommended reading for executives facing the need to grow revenues in a sluggish economy.... Kash and Calhoun provide executives with the ideas they need to answer the question, where do we go from here." -- -Mark McDonald, Gartner "A persuasive case that winning in today's market requires an understanding that supply-driven business models of the past will not keep pace with fundamental changes in our global economy and its digitally enabled consumer." -- -Jack Welch, bestselling author of Winning "The rise of social networks has amplified the individual's voice and this has sparked a revolution in demand. How Companies Win offers real-world solutions that you can implement right now to take advantage of these changes." -- -Sheryl Sandberg, COO, Facebook "With all of the options shoppers have today, it's critically important to understand demand. It's how you satisfy your customers better than your competitors. It's the way companies will win." -- -Brian Cornell, President & CEO, Sam's Clubs "How Companies Win shows how to successfully manage in the future. Its fresh look at data and the case histories will stimulate the imagination of every business leader." -- -Mary Dillon, President & CEO, US Cellular "The authors' discussion of Precision as the 5th P adds a powerful new tool for marketers. It aligns exactly with our strategy of precision marketing." -- -Joseph Tripodi, Chief Marketing and Commercial Officer, Coca-Cola Corporation "Calhoun and Kash have taken on the biggest business question of all: what it will take for companies to win in this new era of growing oversupply and heightened global competition. The conclusions they reach are eye-opening. " -- -Henry R. Kravis, Cofounder, Kohlberg Kravis Roberts "How Companies Win is a book about learning to understand demand. If you are relying on your customers to tell you what they want it's too late." --

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