Ouverture De 'Market-Driven Management'

Symphonya. Emerging Issues in Management, n. 2, 2000-2001, pp. 1-11

11 Pages Posted: 9 Feb 2013 Last revised: 8 Jun 2013

See all articles by Jean-Jacques Lambin

Jean-Jacques Lambin

Università degli Studi di Milano-Bicocca

Silvio Brondoni

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS)

Abstract

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.

today's international dominance of over-supply, the strategies of ‘hypercompetition’ are based on the assumption that a business is highly profitable only for firms that shape innovation and create ‘demand bubbles’.

Keywords: market-driven management, over-supply, competition, global corporations, global markets

JEL Classification: M00

Suggested Citation

Lambin, Jean-Jacques and Brondoni, Silvio, Ouverture De 'Market-Driven Management'. Symphonya. Emerging Issues in Management, n. 2, 2000-2001, pp. 1-11, Available at SSRN: https://ssrn.com/abstract=2213272

Jean-Jacques Lambin (Contact Author)

Università degli Studi di Milano-Bicocca ( email )

P.zza Ateneo Nuovo, 1
Milano, Milan 20126
Italy

Silvio Brondoni

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS) ( email )

Piazza dell'Ateneo Nuovo, 1
Milan, 20126
Italy

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