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Brand Portfolio and Over-Supply

Author

Listed:
  • Flavio Gnecchi

    (University of Milan-Bicocca)

Abstract

Firms operating in over-supply conditions cannot increase their sales not even through the price reduction as a lever. In such context the intangible assets become predominant and tend to direct the competition within different industries towards new, unstable competitive business models based on market-driven management. In fact, the firms have reconsidered their brand portfolio, often by intervening drastically on the number of brands possessed and selling some of them to third parties or, alternatively, abandoning taking into consideration strategic aspects of brand management and its costs. At the business unit level, the brand portfolios are subjected to numerous operations oriented to adapt supply to new competitive conditions.

Suggested Citation

  • Flavio Gnecchi, 2005. "Brand Portfolio and Over-Supply," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Over-Su.
    • Handle: RePEc:sym:journl:71:y:2005:i:1
    as

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    File URL: https://symphonya.unicusano.it/article/view/2005.1.05gnecchi
    File Function: First version, 2005
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    References listed on IDEAS

    as
    1. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Marketi.
    2. Gaetano Mario Golinelli & Mauro Gatti, 2001. "The Firm as a Viable System," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    3. Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    4. Flavio Gnecchi & Paolo Ricotti, 2001. "Brand Portfolio Reengineering. The Gruppo Coin Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
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    Cited by:

    1. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.

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