Ouverture de ‘Market-Driven Management’

• Main Authors: Jean-Jacques Lambin, Silvio M. Brondoni
• Format: Article
• Language: English
• Published: Niccolò Cusano University-Rome 2001-12-01
• Series: Symphonya
• Subjects: market-driven management; over-supply; competition; global corporations; global markets
• Online Access: https://symphonya.unicusano.it/article/view/9122

Over-supplied global markets (i.e. with open competition and with production exceeding the absorption capacity of the demand) show clearly the primacy of product intangible assets (i.e. pre/post sales services, logistics, merchandising, design, packaging, etc.) which in turn help to enhance the corporate intangible assets (corporate culture, information system and brand equity). In over-supply, market-driven orientation configures a policy of long-term corporate development, where the competitive constraints of cost compare themselves with the primary goal of meeting demand. The over-supply outlines new logics of competition, with a profound rethinking of the theories of management and marketing. In today's international dominance of over-supply, the strategies of ‘hyper-competition’ are based on the assumption that a business is highly profitable only for firms that shape innovation and create ‘demand bubbles’.