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The report was based on desk research and in-depth interviews with executives from around the world about the challenges and opportunities they face in developing more demand-driven global supply chains. Companies must apply new technologies and sophisticated analytics not only to make their supply chains more responsive to customer demand, but also actively to shape demand towards more profitable business. Today's demand-driven networks must enable companies to be flexible in applying the full array of levers at their disposal - including pricing, sales incentives, promotions and other marketing tools - to stimulate demand for their highest margin products and to maximize business with their most profitable customers.
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