Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Regional Conference

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

Published: September 16, 2020


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


Market-driving Strategy; Outcomes; Market Orientation


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.