Volatility of Derived Demand in Industrial Markets and Its Management Implications
研究了工业市场中派生需求的波动性，以化石燃料生产设备为例，分析了行业和五家公司的需求波动，并提出了缓解销售波动的营销策略。
Despite its importance, the volatility of derived demand in industrial markets has not been studied by marketing scholars. Here we present a description of how fluctuations in demand for fossil fuels during recent years have caused precipitous changes in demand for turbomachinery equipment used to produce the fuels. This volatility in demand for fossil fuel production equipment is viewed both from the perspective of industry and that of five individual companies. Finally, a number of marketing strategies that can serve to dampen otherwise volatile sales performance are proposed for industrial firms.