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The Market-Driven Supply Chain by Lora Cecere, Robert P. Burrows III, Gregory P. Hackett

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CHAPTER 1

Seeing Anew from a Market-Savvy Perspective

In the new demand economy, a significant competitive differentiator is market savviness, which is another way of saying mastery of the marketplace. Companies prevailing competitively possess remarkable comprehension of their markets. They lead in understanding customers, demand, and competitors and in articulating a distinctive go-to-market strategy.

The marketplace actually distills this strategy, so the executive team no longer needs to rely on historical data for strategic planning. Plans come from observing signals about future trends, rather than seeking insights from the plans of predecessors or historical data about the past. This new approach is known as predetermined planning. Most ...

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