Naslov
Enhancing Customer Purchase Likelihood Through Market Driving Strategies

Autori
Vlašić, Goran ; Kohli, Ajay ; Troilo, Gabriele

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

ISBN
978-87-92569-01-1

Skup
The 6 Senses - The Essentials of Marketing

Mjesto i datum
Kopenhagen, Danska, 01.06.2010. - 06.06.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
market driving; strategies; market driven

Sažetak
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

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA