Market-Driven Management, Market Space and Value Proposition


  • Flavio Gnecchi



Globalisation, Market-Driven Management, Market-Space Competition, Over-Supply, Competitive Customer Value, Value Proposition


In over-supplied markets, companies that have developed market-driven management policies have proved to be able to sustain their proposals, to achieve remunerative income flows and to generate financial resources. A market-driven company is aware of the fact that the opportunities embodied by globalisation are not limited to a mere advantage in terms of reduced costs, but generate conditions for a competitive approach to the market. By revisiting the concept of ‘space’, market-driven businesses focus their commitment on understanding the customer’s assessment; they therefore define their own supply so that they can propose performance that is superior to that guaranteed by competitors. In this context, which determines a clear value proposition, companies have realised that by developing market-space management they can not only modify relations with customers, but even foster the development of collaboration agreements with partners (strategic alliances).

Author Biography

Flavio Gnecchi

Full Professor of Management, University of Milan-Bicocca




How to Cite

Gnecchi, F. (2009). Market-Driven Management, Market Space and Value Proposition. Symphonya. Emerging Issues in Management, (2), 33–45.