UM  > Faculty of Business Administration
Market driving strategy : some qualitative insights
Mac, Lancy1; Evangelista, Felicitas U.2
2013
Conference NameThe 27Th Australian And New Zealand Academy Of Management Conference
Source PublicationProceedings Of The 27Th Australian And New Zealand Academy Of Management Conference
Conference Date4-6 December 2013
Conference PlaceHobart, Tasmania, Australia
Abstract

This paper aims to empirically investigate the concept of a market driving strategy and to provide concrete evidence of firms that are able to radically transform the market in order to gain a competitive edge. To achieve this aim, we conducted a qualitative study into the market behavior of so called “market drivers” in an emerging market. Depth interviews were undertaken with nine firms in China that were identified a priori as potential market drivers. The results obtained from these interviews revealed a number of distinguishing characteristics of market drivers which are discussed in this paper.

URLView the original
Language英语
Fulltext Access
Document TypeConference paper
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.University of Macau
2.Western Sydney University
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Mac, Lancy,Evangelista, Felicitas U.. Market driving strategy : some qualitative insights[C],2013.
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