Abstract
Over the past several years, the most competitive mass-market companies (automobile, high-tech, consumer and retail, etc.) have been experiencing a new strategic approach around the concept of Market-Driven strategy, as opposed to a pure marketing-focused approach known as Customer-Driven strategy. A fast-moving, mass-market global company would likely have a precise performance measurement system in place with broad performance indicators based on: project economics, ratios analysis (ROI, inventory turnover, etc.), risk management, shareholders’ value analysis, synergies forecasts (economies of scale, scope, learning, etc.), market share, customer and retailer satisfaction. Therefore, the management structure will be focused on brand and product global strategies involving a new type of operational manager: the global business manager.
Highlights
Over the past several years, the most competitive mass-market companies have been experiencing a new strategic approach around the concept of Market-Driven strategy, as opposed to a pure marketing-focused approach known as Customer-Driven strategy
The management structure will be focused on brand and product global strategies involving a new type of operational manager: the global business manager
Over the past several years, the most competitive mass-market companies across a wide range of industries have been experiencing a new strategic approach around the concept of Market-Driven strategy, as opposed to a pure marketing-focused approach known as CustomerDriven strategy
Summary
Over the past several years, the most competitive mass-market companies across a wide range of industries (automobile, high-tech, consumer and retail, etc.) have been experiencing a new strategic approach around the concept of Market-Driven strategy, as opposed to a pure marketing-focused approach known as CustomerDriven strategy. In the current market economy, the role of Market-Driven management is to create, develop and sustain added value solutions helping and affecting the primary market actors (community, individuals and organisations) to.
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