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| Author: | Kumar, N. Scheer, L. Kotler, P. |
| Title: | From market driven to market driving |
| Journal: | European Management Journal
2000 : APR, VOL. 18:2, p. 129-143 |
| Index terms: | MANAGEMENT MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Firms are constantly exhorted to become more market-driven. However, this study of 25 pioneering companies whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven processes are excellent in generating incremental innovation, they rarely produce the type of radical innovation which underlies market driving companies. |
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