Push and Pull Policy in Market-Driven Management


  • Margherita Corniani




Push Strategies, Pull Strategies, Global Competition, Intangibles, Market-Driven Management


Push and pull policies identify the different logics that underpin the relationship between a business and its final demand. Push policy refers to the development of processes that emanate from the company and go towards the market, while pull policy refers to processes that start from the market and go towards the company.
Push and pull policies identify processes regarding project, production and distribution activities but also communication flows. This two policies differ for costs, and for their ability to adapt to the various competitive dynamics.
In global dynamic markets, in over supply conditions, push and pull policies can be integrated to maximize the advantages of scale and the competitiveness of fast and personalized market reactions.

Author Biography

Margherita Corniani

Associate Professor of Management, University of Milan-Bicocca




How to Cite

Corniani, M. (2008). Push and Pull Policy in Market-Driven Management. Symphonya. Emerging Issues in Management, (1), 45–64. https://doi.org/10.4468/2008.1.05corniani