Drawing on market orientation theory, this research focuses on offensive market strategy (market-driving) and the key attributes that top and middle managers should have to facilitate and develop such a strategy. The results of an exploratory study based on in-depth interviews with 27 experts─ seven academics and 20 experienced practitioners working in market-oriented companies in various industries─ show that there are a number of common and unique attributes that each of these two groups of managers (top and middle) should have in order to develop an offensive market strategy. As this is the first research to explore personnel attributes as a key antecedent to the application of an offensive market strategy , the present research leads to a large number of academic research proposals as well as managerial implications relevant to companies.
