Market-Driving Behaviors: A Framework for Developing Theory and Practice

Abstract

Whereas marketing scholars have explored firms’ market-driven behaviors, relatively limited attention has focused on firms’ market-driving behaviors. Early writings on the subject suggest that market-driving behaviors serve as an important complement to market-driven behaviors. The purpose of this paper is to develop a framework for studying market-driving behaviors and their antecedent conditions. We develop a taxonomy for classifying the different ways in which a firm can drive markets, and delineate the major classes of antecedent conditions under which market-driving behaviors are likely to be observed. An illustrative set of propositions is developed in an effort directed at building theory on the subject. Our framework offers managers a way to structure their strategic thinking in actionable terms. Additionally, the framework offers a platform for further developing theory about market-driving behaviors.