From Brand Management to Global Business Management in Market-Driven Companies

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.

Keywords

• globalisation
• market-driven management
• market-driven companies
• global companies
• global business management
• brand management
• product management