Ouverture de ‘Market-Driven Management’
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 corp...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2001-12-01
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| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/index.php/sym/article/view/9122 |
| Summary: | 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’. |
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| ISSN: | 1593-0300 1593-0319 |