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| Author: | Jaworski, B. Kohli, A. K. Sahay, A. |
| Title: | Market-Driven Versus Driving Markets |
| Journal: | Journal of the Academy of Marketing Science
2000 : VOL. 28:1, p. 45-54 |
| Index terms: | MARKETS MARKETING COMPETITION |
| Language: | eng |
| Abstract: | The purpose of this article is to discuss two approaches to being market oriented-a market-driven approach and a driving-markets approach. Market driven refers to a business orientation that is based on understanding and reacting to the preferences and behaviors of players within a given market structure. Driving markets, on the other hand, implies influencing the structure of the market and/or the behaviors) of market players in a direction that enhances the competitive position of the business. There are three generic ways of changing the structure of a market: (1) eliminating players in a market (deconstruction approach), (2) building a new or modified set of players in a market (construction approach), and (3) changing the functions performed by players (functional modification approach). |
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