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Ouverture de 'Market-Driven Management'

  • Jean-Jacques Lambin


    (University of Milan-Bicocca)

  • Silvio M. Brondoni


    (University of Milan-Bicocca)

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

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

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