Market driving strategy : some qualitative insights

Lancy Mac; Felicitas Evangelista

Market driving strategy : some qualitative insights

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

Abstract

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
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
Period	4/12/16 → …

Keywords

marketing
business enterprises
China

Cite this

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title = "Market driving strategy : some qualitative insights",

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AB - 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.

KW - marketing

KW - business enterprises

KW - China

UR - http://handle.uws.edu.au:8081/1959.7/uws:37654

UR - https://www.bam.ac.uk/civicrm/event/info?reset=1&id=1631

M3 - Conference Paper

SN - 9780987596819

BT - Proceedings of the 27th Australian and New Zealand Academy of Management Conference: Managing on the Edge: 4-6 December 2013, Hobart, Tasmania, Australia

PB - ANZAM

T2 - Australian and New Zealand Academy of Management. International conference

Y2 - 4 December 2016

ER -

Market driving strategy : some qualitative insights

Abstract

Conference

Keywords

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Cite this