Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities
Pervez N, Elg U, Tarnovskaya V, et al. Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities [J]. Schmalenbach Business Review, 2011, 11(3): 1-23
23 Pages Posted: 29 Sep 2016
Date Written: 2011
Current research argues that a market-driving strategy leads to a competitive advantage. However, a market-driving strategy tries to change established rules in the marketplace and thus, is difficult to pursue. We argue that a market-driving strategy must be based on distinct capabilities and that firms using this strategy will perform a set of external activities and possess certain critical capabilities that are required to make the strategy successful. We develop a theoretical framework and propositions on the role of the learning, branding, resource configuration, and networking capabilities that support these activities.
Keywords: Capabilities, Conceptual Framework, global Firms, Market driving Strategy, networks
JEL Classification: F23, L14
Suggested Citation: Suggested Citation