摘要：Starting from the early Sixties, and yet in the Seventies, competition imposed significant advancements in design and reengineering of products for the intense export policy into international markets pursued by large corporations. The nowadays globalisation phase (competitive globalisation) is characterized by the R&D activities as a key-intangible asset, whose role is to develop the innovation and imitation policies of the large corporations, to anticipate demand trends and the initiatives of the competition, even collaborating with key competitors on particular projects.Over-supplied markets emphasises the critical nature of research for customers empowerment because the condition of excess of production presents strongly unstable demand and unstable supply structures. In over-supply competition, research for customers empowerment maximises the opportunity to produce goods focused on design, smart innovation and creative imitation to satisfy specific demand bubbles.
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