Journal Article10.1177/0092070300281005
Market-Driven Versus Driving Markets:
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TL;DR: In this article, the authors discuss two approaches to being market oriented: a market-driven approach and a driving-market approach, where market behavior can be modified directly or indirectly by changing the mind-set of market players (e.g., customers, competitors, and other stakeholders).
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Abstract: The purpose of this article is to discuss two approaches to being market oriented—a market-driven approach and a driving-markets approach.Market driven refers to a business orientation that is based on understanding and reacting to the preferences and behaviors of players within a given market structure.Driving markets, on the other hand, implies influencing the structure of the market and/or the behavior(s) of market players in a direction that enhances the competitive position of the business. There are three generic ways of changing the structure of a market: (1) eliminating players in a market (deconstruction approach), (2) building a new or modified set of players in a market (construction approach), and (3) changing the functions performed by players (functional modification approach). Market behavior can be modified directly or, alternatively, indirectly by changing the mind-set of market players (e.g., customers, competitors, and other stakeholders).
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Citations
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The 2004 AMA Definition of Marketing and Its Relationship to a Market Orientation: An Extension of Cooke, Rayburn, & Abercrombie (1992)
TL;DR: In this article, the authors have revisited original scale properties and none have addressed the central question of what it means for an organization to be market oriented in the context of the 2004 AMA definition of marketing.
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