Ouverture de 'Market-Driven Management and Global Markets - 1'
The serious financial crisis that has hit the 'Western' world will generate longterm effects and the emergency measures adopted by the more responsible Governments to offset the credit paralysis (support to the mortgage market, public investment in key sectors, incentives to mass consumption, etc.) will take years (at least two to four) to produce positive consequences in the real economy of domestic and international markets. Globalisation and new competition boundaries thus force companies to adopt a new 'philosophy of market-oriented competitive management' ('market-driven management'), which reformulates the traditional marketing management approach, introduced in the 1950s by Alfred P. Sloan of GM. In fact, marketing management presuppose an understanding of demand (and above all of its segments). With market-driven management on the other hand, market orientation helps to identify a temporary competition space, in other works a 'demand vacuum', which must be maintained highly unstable, by constant innovative proposals. In global, over-supplied markets, where consumers are increasingly voluble and disloyal, market-driven management is very attractive because it favours: 1. activities focused on the profitability of competition, rather than on mere customer satisfaction; 2. market policies based on innovation and competitive pricing; 3. and finally, even very short-term performance metrics
Volume (Year): (2008)
Issue (Month): 1 Market-Driven Management and Global Markets - 1 ()
|Contact details of provider:|| Web page: http://www.unimib.it/symphonya|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Daniela Salvioni, 2003. "Corporate Governance and Global Responsibility," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
- Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
- Silvio M. Brondoni, 2002. "Global Markets and Market-Space Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
When requesting a correction, please mention this item's handle: RePEc:sym:journl:113:y:2008:i:1. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Niccolo Gordini)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.