Creating “insatiable demand” – leverage the demand chain to expand your customer base and your revenue

Curtis N. Bingham (Curtis N. Bingham is president of the Predictive Consulting Group ( which helps companies create insatiable demand and increase profits by focusing on the demand chain to strengthen customer relations, sustain competitive advantage, and deliver exactly what customers need, want, and are willing to pay for.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


Umbrellas always sell well when it is raining. After a major hurricane hit Miami last year, Home Depot shipped in plywood from nearly every store in the southeast and still couldn’t keep up with the demand. Profiting by creating natural disasters is, of course, the stuff of comic books and spy novels, but recognizing and satisfying unmet needs is the key tenet of the demand chain.



Bingham, C. (2004), "Creating “insatiable demand” – leverage the demand chain to expand your customer base and your revenue", Handbook of Business Strategy, Vol. 5 No. 1, pp. 209-215.

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Copyright © 2004, Emerald Group Publishing Limited

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