Evolution of the marketing concept has been closely linked to levels of competitive intensity arising from the immediate and remote environment of a company.

Early in the past century, competitive intensity had very low standards (scarce offer and few brands), and the Production Conceptarose based on serial production (volume) and massive product distribution in the territory.

After a while, the Product Concept emerged, aimed to increase income by adding additional features to the product, making it more attractive for an ever-more competitive market…. Read more.