Articles

Market-Driven Management, Competitive Customer Value and Global Networks


Abstract


Market-Driven Management is a corporate strategy that presupposes direct, continuous benchmarking with competitors, in a context of customer value management. Market-driven management therefore favours an ‘outside-in’ vision, based on: the identification of products with a higher value than that of the competition to provoke the intersection with demand (‘Before and Better than Competitors’). In global over-supplied markets, a firm’s success is conditioned rather by the intensity of the presence and by the level of sophistication of intangible corporate asset; in other words, the peculiar managerial capabilities that regard brand equity, information system and corporate culture.


Keywords


Market-Driven Management; Global Competition; Global Managerial Economics; Brand Equity; Information System; Corporate Culture

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DOI: http://dx.doi.org/10.4468/2009.1.02brondoni

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