Market driving strategy : some qualitative insights

Research output: Chapter in Book / Conference PaperConference Paperpeer-review

Abstract

![CDATA[This paper aims to empirically investigate the concept of a market driving strategy and to provide concrete evidence of firms that are able to radically transform the market in order to gain a competitive edge. To achieve this aim, we conducted a qualitative study into the market behavior of so called “market drivers” in an emerging market. Depth interviews were undertaken with nine firms in China that were identified a priori as potential market drivers. The results obtained from these interviews revealed a number of distinguishing characteristics of market drivers which are discussed in this paper.]]
Original languageEnglish
Title of host publicationProceedings of the 27th Australian and New Zealand Academy of Management Conference: Managing on the Edge: 4-6 December 2013, Hobart, Tasmania, Australia
PublisherANZAM
Number of pages15
ISBN (Print)9780987596819
Publication statusPublished - 2013
EventAustralian and New Zealand Academy of Management. International conference -
Duration: 4 Dec 2016 → …

Conference

ConferenceAustralian and New Zealand Academy of Management. International conference
Period4/12/16 → …

Keywords

  • marketing
  • business enterprises
  • China

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