Market-driving strategy and the human factor: Top management versus middle management

Research
Marketing, Sales and Communication, Strategic Management

1107 vues

Building on market-orientation theory, this research centers on the market-driving strategy and the key attributes that top and middle-level management should have in order to facilitate and perform such a strategy. Findings from an exploratory study including in-depth interviews with 27 experts, seven academicians and 20 experienced practitioners working in market-driving companies across an array of sectors, show that there is a number of common as well as unique attributes that each one of these two managerial groups should have so as to perform a market-driving strategy. Given that this is the first research to explore personnel attributes as a key antecedent of the application of a market-driving strategy, the present research results in an extensive number of academic research propositions as well as relevant managerial implications for the business community.

Liens et ressources

Mots clés

market orientation, Market-driving strategy, middle-level employees, personnel attributes, top management

Auteur.e(s)

THEODORAKIS Ioannis
Professor
OMNES Education

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Market-driving strategy and the human factor: Top management versus middle management

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