Ouverture de 'Market-Driven Management'

Jean-Jacques Lambin and Silvio Brondoni
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Jean-Jacques Lambin: University of Louvain

Symphonya. Emerging Issues in Management, 2001, issue 2 Market-Driven Management

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'.

Keywords: Market-Driven Management; Over-Supply; Competition; Global Corporations; Global Markets (search for similar items in EconPapers)
Date: 2001
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Citations: View citations in EconPapers (26)

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Persistent link: https://EconPapers.repec.org/RePEc:sym:journl:10:y:2001:i:2

DOI: 10.4468/2001.2.01ouverture

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