Market Driving Behavior in Emerging Firms
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Among researchers the concept of market orientation has been broadly discussed for many years stimulated above all by the works of Kohli and Jaworski as well as Narver and Slater. Market orientation has been established as a source of company success over the past 20 years. Jesko-Philipp Neuenburg researches the market-driving behavior – i.e. the behavior of a company that is directed to fundamentally change the structure of the market and/or behavior of market stakeholders – in emerging firms on a theoretical as well as an empirical level. A study of 224 emerging technology firms in Germany is presented and the results indicate that market-driving behavior has a positive influence on firm success.
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Among researchers the concept of market orientation has been broadly discussed for many years stimulated above all by the works of Kohli and Jaworski as well as Narver and Slater. Market orientation has been established as a source of company success over the past 20 years. Jesko-Philipp Neuenburg researches the market-driving behavior – i.e. the behavior of a company that is directed to fundamentally change the structure of the market and/or behavior of market stakeholders – in emerging firms on a theoretical as well as an empirical level. A study of 224 emerging technology firms in Germany is presented and the results indicate that market-driving behavior has a positive influence on firm success.
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