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Demand Bubble Management

Author

Listed:
  • Margherita Corniani

    () (University of Milano-Bicocca)

Abstract

Demand Bubble is a temporary client aggregation that is caused by the innovative supply configuration issued by a company. To create demand bubbles companies must have a deep knowledge of their market and their competitors, being able to act and react 'before and better than competitors'. In instable global markets, demand bubbles are the advanced reply to segmentation limits and a mean to accentuate competitive dynamics

Suggested Citation

  • Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
  • Handle: RePEc:sym:journl:23:y:2002:i:1
    as

    Download full text from publisher

    File URL: http://webdepot.gsi.unimib.it/symphonya/RePec/pdf/symjournl23.pdf
    File Function: First version, 2002
    Download Restriction: no

    References listed on IDEAS

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    1. repec:dau:papers:123456789/654 is not listed on IDEAS
    2. Silvio M. Brondoni, 2001. "Brand Policy and Brand Equity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Brand E.
    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. Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Communi.
    3. 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.
    4. Elisa Rancati, 2005. "Global Markets and Time-Based Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
    5. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    6. Elisa Arrigo, 2010. "Innovation and Market-Driven Management in Fast Fashion Companies," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    7. Silvio M. Brondoni, 2005. "Managerial Economics and Global Competition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Over-Su.
    8. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    9. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    10. Mauro Sciarelli, 2008. "Resource-Based Theory and Market-Driven Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    11. Margherita Corniani, 2005. "Market, Demand Segments and Demand Bubbles," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Over-Su.
    12. Niccolo' Gordini, 2010. "Market-Driven Management: A Critical Literature Review," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.
    13. Silvio M. Brondoni, 2008. "Ouverture de 'Market-Driven Management and Global Markets - 1'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    14. Margherita Corniani, 2011. "Shopping Centres and Intangible Consumption in Global Cities," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .

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