Planned Obsolescence, Total Quality, Zero Defects and Global Competition


  • Silvio M. Brondoni University of Milan-Bicocca



Global Competition, The Fourth Industrial Revolution, Global Product Design, Global Corporations, Planned Obsolescence, Zero Defects, Total Quality, Imitation, Innovation


A global firm's success is conditioned by its ability to manage the system of intangible corporate assets (corporate culture, corporate identity, and information system) and intangible product assets (product design, brand equity and pre/after-sales services). Corporate imitation and innovation processes are a primary condition to compete in global markets and entail identifying and proposing design management products with 'new' features that change over time and space. Product design defines the functions that qualify a product or service to identify and organise the distinctive specifications of the firm’s offer, and develop goods and services based on the analysis of competition and demand needs (customer satisfaction). Competitive design management can be oriented towards different forms of flexible production (The Fourth Industrial Revolution), specifically related to products based on planned obsolescence, total quality, or a rigid competitive philosophy of zero defects.


Author Biography

Silvio M. Brondoni, University of Milan-Bicocca


Editor in Chief of SYMPHONYA. Emerging Issues in Management (


Marketing, Global Competition and Corporate Communication consultant for domestic and international companies.
Past Professor of Marketing and Corporate Communication at: Università della Calabria, Facoltà di Ingegneria; Università L. Bocconi, Facoltà di Economia; Università degli Studi di Bologna, Facoltà di Economia.
Director of book series "IMPRESA ECONOMIA COMUNICAZIONE", published by G. Giappichelli, Torino.

Full Professor of Market-Driven Management, Marketing and Corporate Global Communication at University of Milan-Bicocca.

Coordinator of ISTEI - Section of Economia e Gestione delle Impese, Dept. of Economics,Management and Statistics, University of Milan-Bicocca.


Member of AIDEA - Accademia Italiana di Economia Aziendale, since 1987.
Member of Advisory Board and past Vice President of ASFOR - Associazione per la Formazione alla Direzione Aziendale.






How to Cite

Brondoni, S. M. (2018). Planned Obsolescence, Total Quality, Zero Defects and Global Competition. Symphonya. Emerging Issues in Management, (2), 8–20.