Abstract
The relevance of market driving strategy has been widely acknowledged yet there is a lack of a unifying conceptualization of its meaning and composition. After a detailed literature review as well as a series of in-depth personal interviews, the key dimensions of market driving strategy are uncovered. They are customer leading, entrepreneurial orientation, market sensing capability, internal coordination and unique business system. According to the configuration theory, each of these is insufficient by itself but if properly aligned can help enhance firm competitiveness. These dimensions are thus indispensable for the adoption of a market driving strategy.
| Original language | English |
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| Title of host publication | Proceedings of the 29th Australian and New Zealand Academy of Management Conference (ANZAM 2015): Managing for Peak Performance, 2-4 December 2015, Queenstown, New Zealand |
| Publisher | ANZAM |
| Number of pages | 13 |
| Publication status | Published - 2015 |
| Event | Australian and New Zealand Academy of Management. International Conference - Duration: 2 Dec 2015 → … |
Conference
| Conference | Australian and New Zealand Academy of Management. International Conference |
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| Period | 2/12/15 → … |
Keywords
- marketing