Reacting to market conditions, or shaping them instead? Analyzing the fundamental outcomes of market-driving strategy.
(R2020-84899)

AUTHORS

Konstantinos Kottikas, Athens University of Economics and Business; Vlasis Stathakopoulos, Athens University of Economics and Business; Grigorios Painesis, Athens University of Economics and Business; Ioannis Theodorakis, INSEEC Grand École INSEEC U.; EFTHYMIA KOTTIKA, University of Economics, Prague

KEYWORDS

Market-driving Strategy; Outcomes; Market Orientation

ABSTRACT

The present research probes the concept of market-driving strategy. Market-driving strategy reflects a company’s ability to fundamentally change the conditions of an industry, and to influence the “status quo” of a sector. Albeit its importance, market-driving strategy has been under-investigated, while quantitative research exploring its dynamics has been scant. Responding to this research gap, the current study is the first one to thoroughly analyze the principal outcomes of market-driving strategy. Conducting a national survey on a sample of 197 firms, it is evidenced that market-driving strategy triggers financial performance, customer performance, organizational reputation, competitive advantage, radical innovation and incremental innovation.