Market-Driving Organizations: A Framework

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. … [ Read more ]