Manufacturers understandably focus their efforts on the fastest-moving products. But niche markets matter, too. With annual sales of $21bn, Whirlpool Corp. claims the title of the world's leading manufacturer and marketer of home appliances. Its high-profile brands include KitchenAid, Maytag, Amana and Jenn-Air, with a presence in nearly every country. An operation of such vast scope must necessarily serve a diverse range of customers. Areas that generate the biggest sales are going to command most of the company's attention. But there are niche markets to be served as well, and those customers didn't feel that they were receiving the proper level of attention. The senior leadership of Whirlpool's integrated supply chain sat down with niche marketers to hear out their frustrations. "They were getting the short end of the stick – and we were feeling it in our numbers," said Aesha Browne, Whirlpool's manager of supply and logistics.