Transactions and obligations in a demand chain

Isn’t it interesting, when we pay for something, we have an expectation of what that transaction will deliver to us, but there is little sense of lingering obligation.

However, if we just do something for someone, any small piece of kindness or consideration, it creates a bond, and often a feeling of obligation that the kindness requires some reciprocal consideration on the part of the receiver.

This reciprocal obligation dynamic exists in the best demand chains, smoothing the path through the chain of whatever product or service the chain is set up to provide.

Any chain is a set of transactions, but the dynamics of a transaction are nowhere near as important to the individuals performing the transactions as the overall performance of the chain, and so they use initiative, alter the status quo, innovate, and generally go that bit extra, recognizing implicitly the value of the action to the performance of the chain, and it is their contribution to the performance of the chain that is the motivation, just completing the not the immediate transaction.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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