• Ouverture de ‘Market-Driven Management’

Lambin, Jean-Jacques

Brondoni, Silvio M.

Subject

Market-Driven Management; Over-Supply; Competition; Global Corporations; Global Markets

Description

Over-supplied global markets (i.e. with open competition and with production exceeding the absorption capacity of the demand) show clearly the primacy of product intangible assets (i.e. pre/post sales services, logistics, merchandising, design, packaging, etc.) which in turn help to enhance the corporate intangible assets (corporate culture, information system and brand equity).In over-supply, market-driven orientation configures a policy of long-term corporate development, where the competitive constraints of cost compare themselves with the primary goal of meeting demand.The over-supply outlines new logics of competition, with a profound rethinking of the theories of management and marketing.In today's international dominance of over-supply, the strategies of ‘hyper-competition’ are based on the assumption that a business is highly profitable only for firms that shape innovation and create ‘demand bubbles’.

Date

2001-12-01

Type

info:eu-repo/semantics/article

info:eu-repo/semantics/publishedVersion

Format

application/pdf

Identifier

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