Global Markets and Market-Space Competition
DOI:
https://doi.org/10.4468/2002.1.03brondoniKeywords:
Market-Space Management, Global Markets, Over-Supply, Brand Equity, Brand Extension, Brand Portfolio, Franchising, Licensing, Cornering, Corporate Information Systems, Corporate Culture, System of Intangible AssetsAbstract
Globalisation imposes transition in the spatial competition relationships, specifically the abandonment of a competition domain coinciding with specific physical or administrative contexts (a product category, a country, a region, a geographical area, etc.).
Competition in global markets shapes a multi-dimensional space so that a given geographical context can imply the simultaneous presence of very different competitors.
Competition practices are further revolutionized, as they must take into account: saturated markets, and time-based competition.
Global markets with over-supply determine a new approach to competition, with a complete overturning of the hierarchy between customer satisfaction and manufacturing: goods are manufactured only when the level and amount of
satisfaction required by customers is known.
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