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Reinventing the Retail Supply Chain
Collins
November 1997
On Sale: November 12, 1997
272 pages
ISBN: 0887308333
EAN: 9780887308338
Hardcover
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Non-Fiction
Featuring visionary companies like Wal-Mart, AT&T
and Kinko's, whose leadership as demand-chain managers is
helping them to create the marketplace of the 21st-century,
Blackwell illustrates the cutting-edge concept of
demand-chain management and its role in revolutionizing
retailing in the new millennium.
From the Publisher
The Radical Reinvention of Retail. In the
hyper-competitive retail environment of the twenty-first
century, says business consultant and marketing professor
Roger D. Blackwell, the key to success will be the ability
to penetrate the mind of the consumer - and the traditional
"supply chain" leading from manufacturer to distributor to
retailer will be inadequate to support this goal. Instead,
companies will need to forge more intimate alliances,
forming highly integrated "demand chains" that tap the mind
of the consumer and smoothly bring the resulting ideas to
market. Blackwell shows how companies can build such demand
chains, and profiles innovators who already have, in "From
Mind To Market : Reinventing the Retail Supply Chain"
(HarperBusiness; November 12, 1997). Blackwell, who
was hailed by The New York Times as the "guru of... how to
do business in a global marketplace," shows that companies
that form strategic alliances in order to better understand
and address the needs and desires of their customers will
gain the competitive advantage. It is not enough to know
what people are buying, he argues; demand chain leaders
must understand how the buying decision is made and how the
product is used. Understanding the minds of customers will
be the key to anticipating their needs and bringing new
products to market quickly and effectively. From
Kinko's to The Limited to the Max & Erma's restaurant
chain to The Gap, Blackwell profiles companies that have
already mastered mind to market and demand chain
techniques. They are companies that have learned how to
collect information from their customers and act on it, how
to analyze and apply demographic and psychographic data, and
how to shift responsibilities within the demand chain for
maximum effectiveness and service to the customer.
Blackwell shows how: BancOne transformed the
banking industry with consumer-friendly innovations by
utilizing consumer information in an unprecedented way.
Republic Industries radically altered the car
business by solving a simple problem faced by the majority
of its customers. Newell fosters innovative
partnerships between manufacturers and retailers in order
to increase profits. The Limited, by streamlining
its logistics, lowered its operating costs, while
simultaneously improving customer service and the quality
of its products. We are entering an "era of
compression," says Blackwell, in which a wide variety of
factors are combining to increase competitive pressures.
The insights into consumer needs and desires provided by
mind to market techniques and demand chain organization will
offer the necessary edge to companies that wish to survive
in the next century.
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