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Market driving strategy’s firm-level and market-level outcomes

  • Research
  • Marketing, Sales and Communication, Strategic Management

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Market-driving strategy (MDS) is defined as influencing the market structure and/or the market players’ behavior in a direction that reinforces a firm’s competitive edge. The objectives of this project are to identify: (1) the main firm-level and market-level outcomes of MDS, (2) mediating mechanisms among those outcomes, and (3) the influence of radical and incremental product innovation capabilities on MDS. A mixed-methods research design is applied, grounded in three complementary studies. Findings suggest that: (a) the firm-level outcomes of MDS are financial and customer performance, organizational reputation, and sustained competitive advantage; (b) radical and incremental product innovation trigger MDS; (c) incremental innovation and organizational reputation are positively related

https://www.sciencedirect.com/science/article/abs/pii/S0148296321007852

Keywords
  • Market change, Market shaping, Market-driving strategy, Market-driving strategy outcomes, Mixed-methods methodology, Partial least squares structural equation modeling (PLS-SEM)

Author(s)

THEODORAKIS Ioannis
Professor
OMNES Education

Institution(s)

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  • Research
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Marketing, Sales and Communication
Strategic Management

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