Perspectives and Insights
The Cambridge Group pioneered Demand Strategy, updating the oldest and most accepted economic law of supply and demand. Our extensive experience and unique market insights, honed and tested for more than 30 years, have helped Fortune 500 companies across a breadth of industries realize above-market growth.
Click on the links below to view current articles featuring The Cambridge Group's visionary, demand-based insights and revolutionary approach to driving profitable growth.
2007 Highlights
- "Sidestepping Obsolescence - Case Study: How one marketer anticipated consumer demand and delivered," Advertising Age, February 19, 2007
- "Small Segments, Big Payoff: Meaningful impact on market share, revenue and earnings requires attention to detail at the micro level," Advertising Age, January 15, 2007
- See the Harvard Business Review Forethought article, "Charge What Your Products Are Worth" by Venkatesh Bala and Jason Green of The Cambridge Group in the September issue via this link www.hbr.org
- 10.09.07 The Cambridge Group Names Two New Principals
2008 Highlights
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- 2.21.08 The Cambridge Group Names Gloria Cox Managing Director
- Cambridge Group Principal, Jason Green, will present our approach to pricing at the upcoming PriceX conference in Chicago on June 10th
The New Law of Demand and Supply
A groundbreaking business book for the Twenty-First Century, The New Law of Demand and Supply overturns the traditional supply-side approach to how business is done, showing why a demand-based approach is essential to success in today's economy.
For more than two hundred years companies have based their approach to business on supply-side economics, concentrating on creating products and services and then attempting, through marketing, publicity, distribution, and promotion to stimulate a demand for them. While most companies factor in customer feedback, focus groups, and broad-based market research, their basic approach has remained the same. And it is a mistake.
In The New Law of Demand and Supply, The Cambridge Group CEO, Rick Kash, argues that in order to succeed in today's market, companies must reverse their approach. For a host of reasons, the market, Kash argues, has fundamentally and permanently changed. As a result, companies must first determine what current and emerging demand exists, and only then create products ad services to meet that demand. Kash explains how today’s most successful companies, from McDonald's to IBM, from EMC to Pepsi-Cola, have thrived thanks to their commitment to Demand Strategy, while businesses that remain locked in a supply-side mentality are doomed to failure.
In the heart of the book, Kash outlines a specific six-step Demand Strategy on how to implement this new approach. By first determining existing demand and then predicting emerging needs of their targeted markets, companies can create unique products that best meet customer needs. Rather than being forced to compete on price, they can trump the competition by competing on value — offering the options, features, products and services that better meet an existing demand. As a result, companies often can actually charge more for what they produce and improve their margins. Diving under the hoods of a score of successful Fortune 500 companies, including Gatorade, Capital One, Sara Lee, and Sears, they have made Demand Strategy central to the way they do business. Kash details how these companies have used this strategy to re-create their businesses.
Ten years ago, Reengineering the Corporation brought about a sea of change in the way companies were run. Now, The New Law of Demand and Supply redefines the ground rules of today's economy and gives managers the tools they needs to outperform the competition and achieve dramatic growth and profits.