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 language | English |
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Title of host publication | Proceedings of the 27th Australian and New Zealand Academy of Management Conference: Managing on the Edge: 4-6 December 2013, Hobart, Tasmania, Australia |
Publisher | ANZAM |
Number of pages | 15 |
ISBN (Print) | 9780987596819 |
Publication status | Published - 2013 |
Event | Australian and New Zealand Academy of Management. International conference - Duration: 4 Dec 2016 → … |
Conference
Conference | Australian and New Zealand Academy of Management. International conference |
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Period | 4/12/16 → … |
Keywords
- marketing
- business enterprises
- China