ABSTRACT
Chapter 4 describes the market environment and how competitive mechanisms influence supply and demand patterns. Changes in the last decades in market environments are analysed, e.g., changes in state regulation, the emergence and growth of free trade, the increased supply of low-cost production and the emergence of a multitude of brands, which gives consumers many choices. Consistency in branding and policies are discussed as well as competitive advantages—something every business with ambitions to compete in today’s market environment needs to consider.
