The results of a 2013 study undertaken by HARDI are now the subject of a new book.MythsMisperception_IN

Myths & Misperceptions: How Markets Are Really Made in HVACR uses information from the Heating, Air-Conditioning and Refrigeration Distributors International Foundation’s recent work on demand creation.

Co-author and researcher Mike Marks of Indian River Consulting Group said the findings may surprise.

“This book challenges businesses to rethink how they approach the market,” Marks said. “By aligning their resources with real opportunities for growth, businesses may reap significant long-term, sustainable rewards. The HVACR industry has a solid future. Our hope is that this book will support efforts to continue making the channel stronger.”

Many of the book’s findings were introduced to HARDI members at the group’s annual conferences in 2013 and 2014.

HARDI Foundation chairman and former association President Richard Cook said the book has good information for those who sell and those make HVAC market products.

“The research presented in the HARDI Foundation’s landmark study on demand creation is surprising and has profound implications for both distributors and manufacturers,” Cook said. “I would strongly encourage parties in the supply chain to read and discuss with their sales and operations personnel how to allocate resources to avoid a critical sales event.”

 Details are at