Original Research
Market driving behaviour in organisations: Antecedents and outcomes
Submitted: 01 September 2011 | Published: 31 May 2013
About the author(s)
Jurie Van Vuuren,, South AfricaNadin Wörgötter, PhD Student, Austria
Full Text:
PDF (690KB)Abstract
Previous research suggests that the market driving behaviour of firms is linked to exceptional performance. However, the elements of market driving, its antecedents and outcomes, have so far not been empirically measured. The primary objectives of this study are to identify factors that describe market driving, develop a conceptual model, and then consider influencing factors and performance indicators drawn from the entrepreneurship and marketing literature. The model has been empirically tested using a sample of managers in the South African healthcare industry. A fully structured questionnaire was used to address the objective of this study. The realised sample of n=328 was used to analyse the conceptual model applying a partial least squares path modelling approach (PLS-PM). The results revealed that market driving is a firm behaviour and is distinguished by three distinct concepts: market sensing, influencing customer preferences and alliance formation. Three out of four antecedents: strategic orientation, entrepreneurial capital and entrepreneurial behaviour, influenced market driving ability positively. The study also demonstrated that market driving behaviour positively influences firm performance and relative competitive strength
Keywords
Metrics
Total abstract views: 3775Total article views: 3439
Crossref Citations
1. Achieving sustainable competitive advantage through product innovation and market driving
Wuryanti Kuncoro, Wa Ode Suriani
Asia Pacific Management Review vol: 23 issue: 3 first page: 186 year: 2018
doi: 10.1016/j.apmrv.2017.07.006