Demand Driven : 6 Steps to Building an Ecosystem of Demand for Your Business

by Manning, Bo; Thorne, Chris

• ISBN13: 9780071400367
• ISBN10: 0071400362
• Format: Hardcover
• Copyright: 2002-11-25
• Publisher: MCG

Summary

A proven, six-step process for creating and capturing demand in today's networked economy Demand Driven proves that it's not enough for organizations to market their products directly to the customer. Instead, it explains how organizations can create an "ecosystem of demand" for their products and services by using technology to partner with suppliers, customers, resellers, and competitors. These partnerships create indirect demand for the original product or service, resulting in higher overall sales. Demand Driven takes the concept of partnership marketing a step further by showing how a company can use technology to shape a common customer experience with its products, regardless of whether a customer is talking on the phone to a reseller, visiting its website, or purchasing support services from one of the company's marketing partners. Demand Driven moves beyond simplistic CRM and E-business "bandages" and offers digital and Internet solutions to both create and capture demand and dramatically increase revenue and market share in today's networked economy.

Author Biography

Chris Thorne is a lecturer in strategic and e-commerce marketing at Toronto's globally renowned Schulich School of Business.

Bo Manning is president and CEO of Pivotal Corporation, a global leader in the emerging demand chain management market. Manning is a twenty-year veteran of the technology industry and one of today's CRM thought leaders.

Table of Contents

Preface	ix
Part One. Six Steps to Building an Ecosystem of Demand for Your Business	1	(96)
Becoming Demand Driven	3	(12)
What Does It Mean to Be Demand Driven?	7	(1)
Demand Driven Means Continually Changing Your Mix of Products and Services	7	(1)
Demand Driven Means Distributing Your Business Capabilities to Partners, Customers, and Employees	8	(1)
Demand Driven Means Connected to Indirect Demand Through Technology, Partners, and Solutions	9	(1)
Intrawest. A Demand Driven Company	10	(2)
Becoming Demand Driven	12	(3)
Step 1:Understand Customer Demand by Mapping Your Customer Ecosystem	15	(10)
Ecosystems Deal with the Process of the Market, Not the State	17	(1)
The Customer at the Center of the Ecosystem	18	(2)
The Keystone Species: The Collaborative Customer	20	(3)
How Should Businesses Deal with the Dynamics of Demand in a Customer Ecosystem?	23	(2)
Step 2:Leverage Ecosystem Partners to Take Advantage of Indirect Demand	25	(13)
Building Indirect Demand	25	(1)
Match Ecosystem Dynamics to the Right Partners	26	(3)
How Important Are Ecosystem Partners?	29	(4)
Building an Ecosystem of Demand. the Windows NT Gambit	33	(1)
Leveraging Ecosystem Partners	34	(2)
How to Implement Ecosystem Partnerships	36	(2)
Step 3:Build Adaptive Strategies to Become Demand Driven	38	(10)
A Portfolio of Adaptive Strategies	42	(3)
Creating Adaptive Ecosystem Strategies	45	(3)
Step 4:Use Information Technology to Support Your Ecosystem	48	(20)
Enriching the Customer Experience Through Value-Added Information	48	(1)
Integrating The Customer Experience Across Touchpoints	49	(3)
Migrating Customers to Lower-Cost or Self-Service Channels	52	(1)
Personalizing the Customer Experience	53	(1)
Differentiating Treatment by Customer Value	54	(1)
The Functional Building Blocks	54	(11)
Visibility into Common Customer Data	65	(1)
Ensuring Flexibility	65	(1)
Open Business Architecture	65	(1)
Change-Enabled	66	(1)
Business and Application Modularity	67	(1)
Step 5:Turn Business Processes into Ecosystem Capabilities	68	(18)
Create Customer Capabilities That Support the Customer Ecosystem	68	(2)
Technology-Enabled Activity	70	(1)
Customer Interaction Capabilities	71	(5)
Customer Ecosystem Positioning Capabilities	76	(7)
Linking Capabilities with Adaptive Strategy Ensures the Smart Use of Technology	83	(3)
Step 6:Synchronize Customer Ecosystem and Supply Chain	86	(11)
Demand-Side Skills	87	(4)
Supply-Side Responsiveness	91	(4)
Key Principles for Synchronizing Supply and Demand	95	(2)
Part Two. Customer Ecosystem Case Studies	97	(68)
Managing Demande at Intrawest	99	(10)
Market Environment	99	(1)
Customer Experience	100	(1)
Intrawest. The Mega-Resort Company	101	(1)
The Right Attitude	102	(1)
Waves of Change	103	(1)
Distributed Capabilities	104	(1)
Intrawest: Managing Demand	105	(4)
Ecosystem Strategy at RBC Capital Markets	109	(11)
Complexity	109	(1)
The Transaction Triangle	110	(1)
Business Strategy	111	(1)
Leveraging Knowledge	111	(1)
Extending Capabilities	112	(1)
Raising the Bar	113	(1)
Organizational Culture	114	(1)
Application Infrastructure	115	(1)
Demand Driven Strategy. Assessing the Fit at Dain Rauscher Wessels	116	(2)
Where to from Here?	118	(2)
USFilter. Organizing Around the Customer	120	(10)
Business Environment	121	(1)
The Strategy	121	(1)
Organizing for Responsiveness	121	(1)
Connecting with the Customer	122	(1)
Partner Leverage	123	(1)
Learning About Markets	124	(1)
Demand Management Infrastructure	124	(1)
Employees and Culture	125	(1)
Demand Driven Strategy. Assessing the Fit at USFilter	126	(2)
Where to from Here?	128	(2)
The Novozymes Ecosystem	130	(9)
The Customer Experience	131	(1)
Adaptive Strategies	132	(1)
Necessary Infrastructure	133	(1)
Strategic Business Architecture	133	(1)
Consistency	134	(1)
Demand-Driven Strategy: Novozymes' Customer Ecosystem Alignment	135	(4)
Implementing Strategy in a Customer Ecosystem	139	(11)
Deploying Customer Ecosystem Strategy Through Balanced Measures	140	(2)
Applying the Balanced Scorecard in a Customer Ecosystem	142	(8)
Transforming Non-Profit Ecosystems	150	(5)
Non-Profit Ecosystems Have Different Forms of Demand	150	(1)
The Red Cross/Red Crescent Movement	151	(4)
Conclusion: How Customer Ecosystems Change Business Strategy and Practice	155	(10)
Reinventing Industries	155	(4)
Transforming Process	159	(1)
Transforming Business Disciplines	159	(1)
Customer Ecosystems and One-to-One Marketing	160	(1)
Demand-Driven and Market-Driven Strategy	161	(1)
Demand Orientation	161	(4)
Index	165