Market-Driving Behaviors: A Framework for Developing Theory and Practice
Whereas marketing scholars have explored firms’ market-driven behaviors, relatively limited attention has focused on firms’ market-driving behaviors. Early writings on the subject suggest that market-driving behaviors serve as an important complement to market-driven behaviors. The purpose of this paper is to develop a framework for studying market-driving behaviors and their antecedent conditions. We develop a taxonomy for classifying the different ways in which a firm can drive markets, and delineate the major classes of antecedent conditions under which market-driving behaviors are likely to be observed. An illustrative set of propositions is developed in an effort directed at building theory on the subject. Our framework offers managers a way to structure their strategic thinking in actionable terms. Additionally, the framework offers a platform for further developing theory about market-driving behaviors.
|Date of creation:|
|Date of revision:|
|Contact details of provider:|| Phone: 91 79 2630 7241|
Fax: 91 79 2630 6896
Web page: http://www.iimahd.ernet.in/publications
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-54, March.
- Weiss, Allen M, 1994. "The Effects of Expectations on Technology Adoption: Some Empirical Evidence," Journal of Industrial Economics, Wiley Blackwell, vol. 42(4), pages 341-60, December.
- Katharine E. Rockett, 1990. "Choosing the Competition and Patent Licensing," RAND Journal of Economics, The RAND Corporation, vol. 21(1), pages 161-171, Spring.
- Inman, J Jeffrey & McAlister, Leigh & Hoyer, Wayne D, 1990. " Promotion Signal: Proxy for a Price Cut?," Journal of Consumer Research, Oxford University Press, vol. 17(1), pages 74-81, June.
- Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 1-31, June.
- Stanley M. Besen & Joseph Farrell, 1994. "Choosing How to Compete: Strategies and Tactics in Standardization," Journal of Economic Perspectives, American Economic Association, vol. 8(2), pages 117-131, Spring.
- Mandel, Naomi & Johnson, Eric J, 2002. " When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, Oxford University Press, vol. 29(2), pages 235-45, September.
- Srivastava, Joydeep & Lurie, Nicholas, 2001. " A Consumer Perspective on Price-Matching Refund Policies: Effect on Price Perceptions and Search Behavior," Journal of Consumer Research, Oxford University Press, vol. 28(2), pages 296-307, September.
- Smiley, Robert, 1988. "Empirical evidence on strategic entry deterrence," International Journal of Industrial Organization, Elsevier, vol. 6(2), pages 167-180.
- Hoyer, Wayne D, 1984. " An Examination of Consumer Decision Making for a Common Repeat Purchase Product," Journal of Consumer Research, Oxford University Press, vol. 11(3), pages 822-29, December.
- Bettman, James R & Sujan, Mita, 1987. " Effects of Framing on Evaluation of Comparable and Noncomparable Alternatives by Expert and Novice Consumers," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 141-54, September.
- Alba, Joseph W, et al, 1999. " The Effect of Discount Frequency and Depth on Consumer Price Judgments," Journal of Consumer Research, Oxford University Press, vol. 26(2), pages 99-114, September.
When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12108. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.