دانلود رایگان مقاله لاتین استراتژی محرک در بازار از سایت الزویر
عنوان فارسی مقاله:
استراتژی های محرک در بازار: فراتر از محلی سازی
عنوان انگلیسی مقاله:
Market driving strategies: Beyond localization
سال انتشار : 2016
برای دانلود رایگان مقاله استراتژی محرک در بازار اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Theory and hypothesis development
2.1. Market driving strategy Market driving strategy focuses on proactively influencing change in a firm's marketing environment, including customers, competitors and market structure (Jaworski et al., 2000). Market driving literature focuses on single markets and has not been studied in the internationalization context. With regards to customers, a firm pursuing market driving strategy will strive to educate customers and exert an influence on their values, norms and behavior in order to prepare the ground for the new, unique benefits that are available and will minimize adaptation (Carrillat et al., 2004; Jaworski et al., 2000; Kumar et al., 2000; Tarnovskaya, 2007). Changing customer perceptions is a proactive behavior that helps firms to create new markets (Hamel & Prahalad, 1994). For example, some regard Starbucks as being partly responsible for driving coffee drinking habits and the taste for coffee in many markets (Kumar et al., 2000). With regards to competition, Kumar et al. (2000) theorize that market driving strategy encourages firms to offer a completely different value proposition, thereby changing the rules of competition. For example, IKEA has defined and changed the rules of the competition by offering a new value proposition based on DIY design furniture at affordable prices (Carrillat et al., 2004; Elg, Ghauri, & Tarnovskaya, 2008; Kumar, 1997). In relation to changes in the market structure, Jaworski et al. (2000) highlight three approaches that demonstrate how market driving firms revolutionize the supply chain. Deconstruction means that players or functions considered to be redundant are eliminated. Construction involves the addition of complementary actors or a whole set of players that can do things differently. The authors show how Apple's web based distribution process can change the value chain in the music business. The third alternative is modification — that is shifting the tasks performed by different actors in the channel. Although Jaworski et al. (2000) do not discuss the international context, global retailers offer a number of examples of how a more powerful player can drive the structure of the value chain and remodel it (Ghauri, Tarnovskaya, & Elg, 2008; Kumar, 1997). For example, Wal-Mart, H&M and Zara, in developing their own brands, have led manufacturers to lose control of strategic activities such as branding and consumer relationships (Burt, 2000). In the international context, firms may use lobbying in order to gain support for their interests (Jaworski et al., 2000). They may find it necessary to engage in political activities in order to change the conditions for their businesses (Oliver & Holzinger, 2008) and to create a better competitive position (Capron & Chatain, 2008; Hadjikhani & Ghauri, 2001). Elg et al. (2008) describe how IKEA's market driving strategy in foreign markets required interactions with governments to change regulations. By developing city centers and building large shopping malls, IKEA changes the whole shopping environment. The IKEA example suggests that market driving strategy in the international context may require influencing regulations, norms and values on a societal level in the foreign markets.
برای دانلود رایگان مقاله استراتژی محرک در بازار اینجا کلیک نمایید.
کلمات کلیدی:
9 Differences Between Market-driving and Market-driven Companies steinvox.com/.../9-differences-between-market-driving-and-market-driven-companies... Oct 31, 2012 - Can you be both market-driving and market-driven. To disruptively break free from reactive business strategy and accelerate the agile and ... Market-driving strategy and innovation | Inquirer Business business.inquirer.net/169443/market-driving-strategy-and-innovation May 2, 2014 - Then there is also market-driven strategy that promotes customers in the center of strategy while market-driving strategy focuses on ... Market-driving strategy implementation through global supplier ... www.sciencedirect.com/science/article/pii/S0019850111001908 by U Elg - 2012 - Cited by 20 - Related articles Dec 15, 2011 - The market-driving strategy has recently been advanced as a more pro-active type of market orientation that aims to reconfigure the supply ... Market Driven VS Market Driving | Ismail Shakir MSc.,MBA, (MIET ... https://www.linkedin.com/.../market-driven-vs-driving-muhammad-ismail-shakir-msc Feb 6, 2016 - “Why might firm choose a Market driving strategy vs a Market driven strategy?” Strategic Marketing interests me a lot, and this topic was too ... What is a market-driven strategy? - IIBD - Strategy Newsletter www.iibd.com/news/?action=viewone&newsid=19 A market-driven strategy is the planning and deployment of business resources to achieve a central set of objectives through a continuously changing set of ... Define Market Driven Strategy | Strategic Management | Marketing https://www.scribd.com/document/281969721/Define-Market-Driven-Strategy 1.1Define Market Driven Strategy Market- Driven Strategy (MDS) is very essential in formulating business strategy. This approach used is always ... Developing a Market-Driving Strategy for Foreign Markets: Internal ... papers.ssrn.com/abstract=2844521 Sep 29, 2016 - Current research argues that a market-driving strategy leads to a competitive advantage. However, a market-driving strategy tries to change ... Searches related to Market driving strategy market driving products customer driving marketing definition customer driving marketing concept market driven project examples market driven strategy ppt characteristics of market driven strategy bcg matrix
