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Market, Demand Segments and Demand Bubbles

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Author Info

  • Margherita Corniani

    ()
    (University of Milan-Bicocca)

Abstract

In scarcity markets, corporations use to consider the overall market demand as a group of homogeneous buyers. In controlled competition markets, companies stimulate non homogenous demand reactions to competitive supplies, by segmenting market demand. In over-supply markets, where instability is a key aspect in the supply-demand relationship, corporations activate demand bubbles, i.e. temporary client aggregation that is caused by the innovative supply configuration issued by a company. To create demand bubbles companies must have strong relationships with their stakeholders, and must invest in an advanced intangible assets system. Demand bubbles are the advanced reply to segmentation limits and are generated to grant temporary monopolistic competition conditions to corporations who create them.

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File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl75.pdf
File Function: First version, 2005
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Bibliographic Info

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

Volume (Year): (2005)
Issue (Month): 2 Over-Supply and Global Markets - 2 ()
Pages:

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Handle: RePEc:sym:journl:75:y:2005:i:2

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Web page: http://www.unimib.it/symphonya

Related research

Keywords: Market Demand; Demand Bubble; Global Competition; Over-Supply; Segmentation; Intangible Assets DOI: http://dx.doi.org/10.4468/2005.2.02corniani;

References

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  1. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
  2. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
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Cited by:
  1. 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.

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