Demand Bubble is a temporary client aggregation that is caused by the innovative supply configuration issued by a company. To create demand bubbles companies must have a deep knowledge of their market and their competitors, being able to act and react ‘before and better than competitors’. In instable global markets, demand bubbles are the advanced reply to segmentation limits and a mean to accentuate competitive dynamics.
Corniani, M. (2002). Demand Bubble Management. SYMPHONYA, 1, 87-98 [10.4468/2002.1.08corniani].
Demand Bubble Management
CORNIANI, MARGHERITA
2002
Abstract
Demand Bubble is a temporary client aggregation that is caused by the innovative supply configuration issued by a company. To create demand bubbles companies must have a deep knowledge of their market and their competitors, being able to act and react ‘before and better than competitors’. In instable global markets, demand bubbles are the advanced reply to segmentation limits and a mean to accentuate competitive dynamics.
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