Global Markets and Market-Space Competition

• Main Author: Silvio M. Brondoni
• Format: Article
• Language: English
• Published: Niccolò Cusano University-Rome 2003-06-01
• Series: Symphonya
• Subjects: market-space management; global markets; over-supply; brand equity; brand extension; brand portfolio; franchising; licensing; cornering; corporate information systems; corporate culture; system of intangible assets
• Online Access: https://symphonya.unicusano.it/article/view/9135

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.