From market driven to market driving
Firms are constantly exhorted to become more market driven. However, our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Pak) whose success has been based on radical business innovation indicates that such companies are better described as market driving. While market driven processes...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2000
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/5196 https://ink.library.smu.edu.sg/context/lkcsb_research/article/6195/viewcontent/MarketDrivenMarketDriving_2000_EMJ.pdf |
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| Institution: | Singapore Management University |
| Language: | English |