Demand Bubble Management

Authors

  • Margherita Corniani

DOI:

https://doi.org/10.4468/2002.1.08corniani

Keywords:

Demand Bubbles, Segmentation, Information System, Global Competition

Abstract

Demand Bubble is a temporary client aggregation that is caused by the innovative supply configuration issued by a company.
To create demand bubbles companies must have a deep knowledge of their market and their competitors, being able to act and react ‘before and better than competitors’.
In instable global markets, demand bubbles are the advanced reply to segmentation limits and a mean to accentuate competitive dynamics.

Author Biography

Margherita Corniani

Assistant Professor of Management, University of Milan-Bicocca

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Published

01-06-2002

How to Cite

Corniani, M. (2002). Demand Bubble Management. Symphonya. Emerging Issues in Management, (1), 87–98. https://doi.org/10.4468/2002.1.08corniani

Issue

No. 1 (2002): Market-Space Management

Section

Articles

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