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
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: Suggested Citation