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Ouverture de 'Market-Driven Management'

Author

Listed:
  • Jean-Jacques Lambin

    (University of Louvain)

  • Silvio M. Brondoni

    (Niccolò Cusano University)

Abstract

Over-supplied global markets (i.e. with open competition and with production exceeding the absorption capacity of the demand) show clearly the primacy of product intangible assets (i.e. pre/post sales services, logistics, merchandising, design, packaging, etc.) which in turn help to enhance the corporate intangible assets (corporate culture, information system and brand equity). In over-supply, market-driven orientation configures a policy of long-term corporate development, where the competitive constraints of cost compare themselves with the primary goal of meeting demand. The over-supply outlines new logics of competition, with a profound rethinking of the theories of management and marketing. In today's international dominance of over-supply, the strategies of 'hypercompetition' are based on the assumption that a business is highly profitable only for firms that shape innovation and create 'demand bubbles'.

Suggested Citation

  • Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    • Handle: RePEc:sym:journl:10:y:2001:i:2
    DOI: http://dx.doi.org/10.4468/2001.2.01ouverture
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    References listed on IDEAS

    as
    1. Stanley C. Hollander & Kathleen M. Rassuli (ed.), 1993. "Marketing," Books, Edward Elgar Publishing, volume 0, number 512.
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