In The New Law of Demand and Supply, 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 and 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.

1. Why Demand Straregy? Why Now?
2. Demand Strategy: How to Outperform the Competition and Create an Enterprise That Endures
3. Sears Credit Wins on Demand
4. The First Principle: Analyze the Demand Forces and Industry Factors That Have an Impact on Your Business
5. The Second Principle: Select Your Most Profitable Demand Segments
6. The Third Principle: Build Enduring Value Propositions Through Differentiation
7. The Fourth Principle: Identify the Strategies and Business Systems Needed to Meet Demand
8. The Fifth and Sixth Principles: Allocate Your Resources and Execute Your Demand Srategy
9. Gatorade Wins on Demand
10. Countrywide Credit Industries
11. EMC's Demand Propositions