engleski

Enhancing Customer Purchase Likelihood Through Market Driving Strategies

Market driving is an important strategy for achieving competitive advantage, complementing existing predominant view that firms should be driven by markets. In this contribution we develop a framework for studying market driving strategies in an analytical manner from consumer perspective. We have identified consumer-related factors altering the extent to which market driving efforts result in actual outcomes. Furthermore, market driving is defined analytically to encompass needs, categories and attributes. Outcomes of market driving do not guarantee success. We identify consumer, product and environmental factors that alter the extent to which market driving outcomes translate into actual purchase likelihood increase

market driving; strategies; market driven

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