Market-driven versus driving markets
Market-driven versus driving markets
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DOI：
10.1177/0092070300281005
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发表时间：
2000-12-01
影响因子：
18.2
通讯作者：
Sahay, A
中科院分区：
文献类型：
--
作者：
Jaworski, B;Kohli, AK;Sahay, A
这篇文章的目的是讨论两种方法是以市场为导向的市场驱动的方法和驱动市场的方法。市场驱动是指基于对给定市场结构中参与者的偏好和行为的理解和反应的业务导向。另一方面，驱动市场意味着影响市场结构和/或市场参与者的行为，以提高企业的竞争地位。改变市场结构的一般方法有三种：（1）消除市场中的参与者（解构法），（2）在市场中建立一组新的或经过修改的参与者（构建法），（3）改变参与者的功能（功能修改法）。市场行为可以通过改变市场参与者的心态（例如，客户、竞争对手和其他利益相关者）。
The purpose of this article is to discuss two approaches to being market oriented-a market-driven approach and a driving-markets approach. Market driven refers to a business orientation that is based on understanding and reacting to the preferences and behaviors of players within a given market structure. Driving markets, on the other hand, implies influencing the structure of the market and/or the behavior(s) of market players in a direction that enhances the competitive position of the business. There are three generic ways of changing the structure of a marker: (I) eliminating players in a market (deconstruction approach), (2) building a new or modified set of players in a market (construction approach), and (3) changing the functions performed by players (functional modification approach). Market behavior can be modified directly or alternatively, indirectly by changing the mind-set of market players (e.g., customers, competitors, and other stakeholders).