Details of the Demand
Management Survey
his survey was designed to gain an understanding of current practices in demand management across a broad spectrum of industries. The survey evaluated the use of systems and their effectiveness, specific challenges faced in demand management, and the degree of success in tackling these challenges. It also sought to determine the financial opportunity of improved demand manage- ment and to gauge the effect of the recent financial down-
turn on demand management capability.
The survey attracted 190 respondents representing companies in a wide variety of manufacturing and ser- vice industries. The respondents represented company sizes from less than $100 million (25 percent) to greater than $10 billion (13 percent). Every continent except Antarctica is represented in the survey, with the majority (70 percent) coming from the United States. The respon- dents represented all levels of the organization; 22 per- cent were at the vice president level or higher; 32 percent at the director level; and 50 percent at the manager or professional level. This diversity of roles and responsibili- ties among the participants enriched the follow-up discus- sions designed to elicit more specific understanding in key areas.