Review: How Companies Win

How Companies Win Profiting from Demand-Driven Business Models No Matter what Business You’re In
By Rick Kash and David Calhoun
Harper Business, $26.99, 231 pages

The way companies will win in the future will be significantly different from how they’ve won in the past, at least according to Cambridge Group founder Rick Kash and David Calhoun, CEO of the Nielsen Company and former vice president with General Electric.

When supply far outpaces demand, as it does today and will do so in the foreseeable future, winning companies will anticipate the demands of their customers long before their competitors do. How? By shifting a company’s thinking to demand-driven business models—the use of new tools and technologies, such as social network—to get out ahead of the curve.

This revolutionary model, which is being used by Best Buy, Apple, Hershey’s and Anheuser-Busch, is what the authors of How Companies Win call the Third Industrial Revolution. Might be a bit ambitious, but then again, what C-level executive can take the chance of missing out on that?

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