Market-driving strategy (MDS) is defined as influencing the market structure and\/or the market players\u2019 behavior in a direction that reinforces a firm\u2019s 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<\/p>\n","protected":false},"excerpt":{"rendered":"
L\u2019orientation-march\u00e9 (OM) est une strat\u00e9gie d\u00e9finissable par l’influence de la structure du march\u00e9 et\/ou du comportement des acteurs du march\u00e9 dans une direction qui renforce l’avantage concurrentiel (AC) d\u2019une entreprise. Cet article a pour objectif d’identifier : (1) les principaux r\u00e9sultats de l\u2019OM au niveau de l’entreprise et du march\u00e9, (2) les m\u00e9canismes de m\u00e9diation entre ces r\u00e9sultats, et (3) l’influence des capacit\u00e9s d’innovation radicale (IR) et incr\u00e9mentale (II) des produits sur l\u2019OM. Adoptant une m\u00e9thode de recherche mixte fond\u00e9e sur trois \u00e9tudes, les r\u00e9sultats sugg\u00e8rent que : (a) les r\u00e9sultats de la strat\u00e9gie OM au niveau de l’entreprise portent sur la performance financi\u00e8re (PF) et la performance du client, la r\u00e9putation de l’organisation (RO) et l’AC durable ; (b) la IR et II<\/p>\n","protected":false},"featured_media":53979,"template":"","format":[11969,11970],"meta":{"_acf_changed":false},"categories":[3028,4554],"tags":[7081,7082,3344,7083,7084,7085],"class_list":["post-59789","video-acf","type-video-acf","status-publish","has-post-thumbnail","hentry","category-management-strategique","category-marketing-vente-et-communication","tag-market-change-en","tag-market-shaping-en","tag-market-driving-strategy","tag-market-driving-strategy-outcomes-en","tag-mixed-methods-methodology-en","tag-partial-least-squares-structural-equation-modeling-pls-sem-en","format-recherche","format-research"],"acf":[],"_links":{"self":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf\/59789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf"}],"about":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/types\/video-acf"}],"version-history":[{"count":0,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf\/59789\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/media\/53979"}],"wp:attachment":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/media?parent=59789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/categories?post=59789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/tags?post=59789"},{"taxonomy":"format","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/format?post=59789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}