engleski

CONSUMER IS THE KING BUT WHO IS THE GRAND VISIRE? MARKET DRIVING AS A SOURCE OF COMPETITIVE ADVANTAGE

Our results indicate that, controlling for growth strategy and market focus, competitive intensity, product innovativeness, and market driven strategies, our results indicate that market driving has a significant positive impact on sales growth. However, once analytical perspective is taken, results show that needs driving has no significant impact. This is result of the fact that it is the most abstract strategy and thus the most long-term oriented one. Results also show that it is the most risky strategy. Category driving and attribute driving have a strong positive impact on sales growth.

market driving; strategy; purchase likelihood

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