Global Markets and Market-Space Competition

Authors

  • Silvio M. Brondoni

DOI:

https://doi.org/10.4468/2002.1.03brondoni

Keywords:

Market-Space Management, Global Markets, Over-Supply, Brand Equity, Brand Extension, Brand Portfolio, Franchising, Licensing, Cornering, Corporate Information Systems, Corporate Culture, System of Intangible Assets

Abstract

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.

Author Biography

Silvio M. Brondoni

Full Professor of Management, University of Milan-Bicocca

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Published

01-06-2003

How to Cite

Brondoni, S. M. (2003). Global Markets and Market-Space Competition. Symphonya. Emerging Issues in Management, (1), 28–42. https://doi.org/10.4468/2002.1.03brondoni