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Market, Demand Segments and Demand Bubbles

Author

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  • Margherita Corniani

Abstract

In scarcity markets, corporations use to consider the overall market demand as a group of homogeneous buyers. In controlled competition markets, companies stimulate non homogenous demand reactions to competitive supplies, by segmenting market demand. In over-supply markets, where instability is a key aspect in the supply-demand relationship, corporations activate demand bubbles, i.e. temporary client aggregation that is caused by the innovative supply configuration issued by a company. To create demand bubbles companies must have strong relationships with their stakeholders, and must invest in an advanced intangible assets system. Demand bubbles are the advanced reply to segmentation limits and are generated to grant temporary monopolistic competition conditions to corporations who create them.

Suggested Citation

  • Margherita Corniani, 2005. "Market, Demand Segments and Demand Bubbles," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Over-Su.
    • Handle: RePEc:sym:journl:75:y:2005:i:2
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    File URL: https://symphonya.unicusano.it/article/view/2005.2.02corniani
    File Function: First version, 2005
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    References listed on IDEAS

    as
    1. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    2. Flavio Gnecchi & Margherita Corniani, 2003. "Demand Bubbles, Virtual Communities and Market Potential," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
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    Cited by:

    1. Carlos S Baradello & Andrea Salazzaro, 2012. "The Role of Imitation in Global High-Tech Product Development," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Innovat, pages 57-71.
    2. Patrizia Silvestrelli, 2010. "Market-Driven Management and Intangible Assets in Global Television Set Manufacturers," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.

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