Global Markets and Market-Space Competition
Globalisation imposes transition in the spatial competition relationships, specifically the abandonment of a competition domain coinciding with specific physical or administrative contexts (a product category, a country, a region, a geographical area, etc.). Competition in global markets shapes a multi-dimensional space so that a given geographical context can imply the simultaneous presence of very different competitors. Competition practices are further revolutionized, as they must take into account:saturated markets, and time-based competition. Global markets with over-supply determine a new approach to competition, with a complete overturning of the hierarchy between customer satisfaction and manufacturing: goods are manufactured only when the level and amount of satisfaction required by customers is known.
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- Silvio M. Brondoni, 2001. "Brand Policy and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E, pages -.
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