KUMAR, Nirmalya <br/><br/>
From market drivento market driving 

 -  2000 
<br/><br/> Firms are constantly exhorted to become more market driven. However, our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Park) whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven processes are excellent in generating incremental innovation, they rarely produce the type  of radical innovation which underlies market driving companies. Market driving companies, who are generally  new entrants into a industry ,gain a more sustainable competitive  advantage by delivering a leap  in customer value  through a unique business system. Market driving  strategies entail high risk, but also offer a firm the potential to revolutionize anindustry and reap vast rewards. Although established companies face four major obstacles in developing and lauching radical market driving business ideas, we offer several recommendations to help established companies overcome these obstacles and become more market driving