Market-driving behavior in emerging firms

Viac o knihe

The concept of market orientation has been extensively discussed among researchers, particularly influenced by the works of Kohli and Jaworski, as well as Narver and Slater. These scholars have defined and operationalized market orientation in various ways, empirically confirming its positive impact on company performance. For emerging firms, market-oriented behavior can account for 20-25% of their success. Research has also explored which management practices and cultural aspects promote this behavior in young, innovative firms. Notably, these companies often create new markets with their innovative products, which potential customers may not recognize until the product is launched. This raises questions about how a market-oriented company can thrive in such scenarios, as customer-generated information is limited. This uncertainty leads to the concept of "market-driving behavior," defined as a company’s ability to create or influence markets. However, the design and conditions under which this behavior contributes to the success of young, innovative companies remain unclear. This dissertation by Jesko Neuenburg aims to investigate the concept of market-driving behavior (MDB) and its implications for emerging firms.