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Ouverture de 'Market-Driven Management'

Author

Listed:
  • 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'.

Suggested Citation

  • Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
  • Handle: RePEc:sym:journl:10:y:2001:i:2
    as

    Download full text from publisher

    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl10.pdf
    File Function: First version, 2001
    Download Restriction: no

    References listed on IDEAS

    as
    1. Stanley C. Hollander & Kathleen M. Rassuli (ed.), 1993. "Marketing," Books, Edward Elgar Publishing, volume 0, number 512.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Silvio M. Brondoni, 2003. "Ouverture de 'Marketing Research and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    2. Sabina Riboldazzi, 2005. "Global Retailers and Competitive Customer Value," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
    3. Silvio M. Brondoni, 2012. "Ouverture de 'Innovation Management in Global Markets - 1'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Innovat, pages 1-9.
    4. Elisa Arrigo, 2003. "Corporate Responsibility in Scarcity Economy. The Olivetti Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
    5. Federica Codignola, 2006. "Global Markets and Contemporary Art," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    6. Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    7. 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.
    8. Giuseppe Cappiello, 2002. "Auction Pricing and Market-Space Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    9. Silvio M. Brondoni, 2012. "Innovation and Imitation: Corporate Strategies for Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Innovat, pages 10-24.
    10. Flavio Gnecchi, 2005. "Brand Portfolio and Over-Supply," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    11. Flavio Gnecchi, 2004. "Relations between Local Authorities and Public Utilities Companies," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Public .
    12. Elisa Rancati, 2005. "Global Markets and Time-Based Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
    13. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    14. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    15. 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-.
    16. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    17. Silvio M. Brondoni, 2003. "Network Culture, Performance & Corporate Responsibility," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
    18. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    19. Lele Dainesi & Antonella Zucchella, 2002. "Marketing in the Wireless Context," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    20. Mauro Sciarelli, 2008. "Resource-Based Theory and Market-Driven Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    21. Niccolo' Gordini, 2010. "Market-Driven Management: A Critical Literature Review," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    22. Nicola Bellini, 2008. "Market-Driven Management: the Policy Implications," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.

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