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Capabilities for market-driving strategies
University of Auckland, Auckland, New Zealand.
University of Auckland, Auckland, New Zealand.
University of Auckland, Auckland, New Zealand.
2016 (English)In: Proceedings of the EMAC Annual Conference 2016 / [ed] Klemens Knöferle, Luk Warlop, Bendik Samuelsen, Brussels: European Marketing Academy. EMAC , 2016, p. 115-Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Viewing markets as socially constructed, and thus consciously reconstructable, systems opens up interesting avenues and possible new tools for strategists. Decisions regarding markets are no longer limited to market selection but markets themselves can be shaped for higher value creation, growth and profitability. In this paper we investigate what kind of capabilities firms need in order to drive the development of their markets. Based on an explorative case study of 21 firms from four countries, we identify 45 firm-level market-driving capabilities. These first-order capabilities are further categorized into six capability-sets: market visioning, value sensing and development, business model development, credibility building, championing change, and transformative leadership. These findings contribute to the emerging discussion on market-driving strategies by illuminating the "black box" between previously explored antecedents and outcomes of market-driving strategies.

Place, publisher, year, edition, pages
Brussels: European Marketing Academy. EMAC , 2016. p. 115-
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-62542ISBN: 978-82-8247-284-5 (print)ISBN: 978-82-8247-285-2 (electronic)OAI: oai:DiVA.org:oru-62542DiVA, id: diva2:1156895
Conference
45th EMAC Annual Conference, Marketing in the age of data (EMAC2016), Oslo, Norway, May 24-27, 2016
Available from: 2017-11-14 Created: 2017-11-14 Last updated: 2018-07-24Bibliographically approved

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Windahl, Charlotta

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf