Ouverture de ‘Market-Driven Management’

Authors

  • Jean-Jacques Lambin
  • Silvio M. Brondoni

DOI:

https://doi.org/10.4468/2001.2.01ouverture

Keywords:

Market-Driven Management, Over-Supply, Competition, Global Corporations, Global Markets

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.
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’.

Author Biographies

Jean-Jacques Lambin

Full Professor of Management, University of Milan-Bicocca

Silvio M. Brondoni

Editor-in-Chief Symphonya. Emerging Issues in Management

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Published

01-12-2001

How to Cite

Lambin, J.-J., & Brondoni, S. M. (2001). Ouverture de ‘Market-Driven Management’. Symphonya. Emerging Issues in Management, (2), 1–11. https://doi.org/10.4468/2001.2.01ouverture