The importance of market-driving strategies as an alternative to market-driven strategies is evident in the marketing literature. However, there has been no attempt to integrate market-driving strategies into an encompassing framework. The first section of this paper presents an overview of market-orientation, market-driven, and market-driving strategies. The second section provides a framework to better understand the process involved in creating and implementing a market-driving culture. Finally, the last section examines the relationship between market-driving strategies and business performance. To build this framework, the paper relies on extant leadership, organizational culture, innovation, and the marketing strategy literatures.
Authors: Fernando Jaramillo, François A. Carrillat, William B. Locander
Source: Academy of Marketing Science Review
Subjects: Marketing / Sales, Strategy