Understanding Market‐Driving Behavior: The Role of Entrepreneurship

Minet Schindehutte, Michael H. Morris and Akin Kocak

Journal of Small Business Management, 2008, vol. 46, issue 1, 4-26

Abstract: In recent years, the marketing literature has placed significant emphasis on market‐driving and proactive market‐driven behavior within firms in attempts to reconceptualize the meaning of “market orientation.” For their part, market‐driving firms such as Starbucks, Amazon.com, Dell, and Southwest Airlines are demonstrating how business model innovation results in sustainable advantage and superior long‐term performance in a wide range of industries. In this paper, we contend that market‐driving behavior is distinct from a firm's market orientation, and instead is the essence of entrepreneurial action in the Schumpeterian “creative destruction” sense. It is further argued that the firm's entrepreneurial orientation interacts with other strategic orientations, in the process determining how they are manifested and, in some cases, whether they are manifested. Furthermore, entrepreneurial orientation plays a critical role in determining transitions among various strategic orientations over time. An integrative model illustrates the dynamics of the interface between marketing and entrepreneurship from both a content and process perspective. Two case studies illustrate how trajectories can be identified in the dominant strategic orientations within companies as they evolve.

Date: 2008
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1111/j.1540-627X.2007.00228.x (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:ujbmxx:v:46:y:2008:i:1:p:4-26

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/ujbm20

DOI: 10.1111/j.1540-627X.2007.00228.x

Access Statistics for this article

Journal of Small Business Management is currently edited by Eric Liguori

More articles in Journal of Small Business Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().