Mohan Balachandran

There’s an old business school adage that the “customer never buys what he’s supposed to,” quips Mohan Balachandran, vice president of sales and marketing of i2: The Supply Chain Company, and a featured speaker at the Consumer Electronics Supply Chain Academy (CESCA) Jan. 11 at 11 a.m. at the International CES at the Las Vegas, Convention Center (see http://www.cesupplychain.com). The adage applies well to the consumer electronics industry, whose produced are characterized by their relatively short life cycles, and, on occasion, inaccurate sales forecasts. “How do you hedge that uncertainty?” asks Balachandran, who will be delivering a case study, “Managing Customer Acquisition.”

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