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Ouverture de 'Market-Driven Management'

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Author Info

  • Jean-Jacques Lambin

    ()
    (University of Milan-Bicocca)

  • Silvio M. Brondoni

    ()
    (University of Milan-Bicocca)

Abstract

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 'hypercompetition' are based on the assumption that a business is highly profitable only for firms that shape innovation and create 'demand bubbles'.

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File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl10.pdf
File Function: First version, 2001
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Bibliographic Info

Article provided by University of Milano-Bicocca in its journal Symphonya. Emerging Issues in Management.

Volume (Year): (2001)
Issue (Month): 2 Market-Driven Management ()
Pages:

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Handle: RePEc:sym:journl:10:y:2001:i:2

Contact details of provider:
Web page: http://www.unimib.it/symphonya

Related research

Keywords: Market-Driven Management; Over-Supply; Competition; Global Corporations; Global Markets DOI: http://dx.doi.org/10.4468/2001.2.01ouverture;

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Citations

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Cited by:
  1. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
  2. Sabina Riboldazzi, 2005. "Global Retailers and Competitive Customer Value," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
  3. Lele Dainesi & Antonella Zucchella, 2002. "Marketing in the Wireless Context," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  4. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  5. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
  6. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  7. Elisa Arrigo, 2003. "Corporate Responsibility in Scarcity Economy. The Olivetti Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
  8. Nicola Bellini, 2008. "Market-Driven Management: the Policy Implications," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  9. Federica Codignola, 2006. "Global Markets and Contemporary Art," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
  10. Silvio M. Brondoni, 2003. "Network Culture, Performance & Corporate Responsibility," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
  11. Flavio Gnecchi, 2005. "Brand Portfolio and Over-Supply," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
  12. Niccolo' Gordini, 2010. "Market-Driven Management: A Critical Literature Review," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
  13. Giuseppe Cappiello, 2002. "Auction Pricing and Market-Space Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  14. Mauro Sciarelli, 2008. "Resource-Based Theory and Market-Driven Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
  15. Flavio Gnecchi, 2004. "Relations between Local Authorities and Public Utilities Companies," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Public .
  16. Silvio M. Brondoni, 2009. "Market-Driven Management, Competitive Customer Value and Global Networks," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  17. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
  18. Patrizia Silvestrelli, 2010. "Market-Driven Management and Intangible Assets in Global Television Set Manufacturers," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
  19. Elisa Rancati, 2005. "Global Markets and Time-Based Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
  20. Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.

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