chapter  12
14 Pages

Brand strategies and market-driven management

ByFlavio Gnecchi

In recent years, manufacturing and service companies in most traditionally considered economic sectors have struggled to confront the crisis whose origin, beyond political or financial reasons, can decidedly be attributed to the irrefutable and entrenched excess supply conditions; overabundant (and steadily increasing) production due to a number of factors including globalisation, logistics modernization, supranational agreements, business transaction simplification, and improved technologies, colliding with demand that struggles to grow.