000			01574naa a2200205uu 4500
001			10879
003			OSt
005			20190211155218.0
008			030206s2005 xx ||||gr |0|| 0 eng d
100	1		_aKUMAR, Nirmalya _95756
245	1	0	_aFrom market drivento market driving
260			_c2000
520	3		_aFirms 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
700	1		_aSCHEER, Lisa _919868
700	1		_aKOTLER, Philip _95701
773	0	8	_tEuropean Management Journal _g18, 2, p. 129-142 _d, 2000 _w
942			_cS
998			_a20030206 _bCassio _cCassio
998			_a20060728 _b1356^b _cQuiteria
999			_aConvertido do Formato PHL _bPHL2MARC21 1.1 _c11003 _d11003
041			_aeng