An organisation looking for cost as a key competitive advantage becomes more focused on the bottom line than on the consumer. This might have an impact after a few years on the culture, the firm capabilities of market sensing and the firm configuration. It will be interesting to follow P&G's...

Brand portfolio reengineering is the typical process a company uses to set the organization in a complete, harmonious, and consistent manner; the target is to maximize the value of its brand equity. The more complex and varied are brand portfolio and product portfolio of a company, the more...

In view of the accelerated move of great corporations towards global marketing, the strategic changes of such companies raise interesting questions. Is marketing globalization reaching its limits after years of implementation? Is it time for companies to rethink their strategies and move back,...

The progressive development of the global market highlights a structural manufacturing over-capacity and therefore an offer permanently and significantly higher than the potential of absorption by demand. In the new competitive domain of over-supply, firms adopt specific policies of exploitation...

The organization of modern economy is struggling with its structural complexity. The intention of this article is to focus on the role assumed by the 'competencies method' in reference to development of human resources and its management in Market-Driven organizations. The application of such...

The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level - something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical...

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...

Market-orientation is generally referred to the basic orientation that governs the relationship of a firm with its market and, more particularly, with its customers. Now, in many firms, MO is treated like the marketing concept. This traditional view of MO has two main drawbacks: first of all it...