Market-Driven Management, Competitive Customer Value and Global Networks

Abstract

Market-Driven Management is a corporate strategy that presupposes direct, continuous benchmarking with competitors, in a context of customer value management. Market-driven management therefore favours an ‘outside-in’ vision, based on: the identification of products with a higher value than that of the competition to provoke the intersection with demand (‘Before and Better than Competitors’). In global over-supplied markets, a firm’s success is conditioned rather by the intensity of the presence and by the level of sophistication of intangible corporate asset; in other words, the peculiar managerial capabilities that regard brand equity, information system and corporate culture.