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Exploring proactive market strategies
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.ORCID iD: 0000-0002-6706-467X
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.
2019 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) In press
Abstract [en]

Proactivity is an important driver of firm performance and for the creation of customer value on business-to-business markets. It is however not entirely clear what it is proactive firms actually do to achieve success. By investigating proactive firms' market strategies, i.e. the sets of activities they perform in order to create superior customer value, a holistic overview of the activities involved in proactive market strategies is provided. Through a case study of five proactive firms, proactive activities are identified. Using three strategic orientations—customer, competition, and innovation orientation—unique proactivity profiles are created, reflecting the patterns in the identified proactive activities. Through these profiles, three overarching proactive market strategies are forwarded: market shaping, customer engagement, and innovation leadership. These are proposed to act as generic proactive market strategies, representing coordinated proactive activities driven by multiple strategic orientations and aimed at creating customer value. These generic strategies help us understand of the role of proactivity in crafting high-performing market strategies by representing different routes to success.

Place, publisher, year, edition, pages
Elsevier, 2019.
Keywords [en]
Market strategy, Proactivity, Strategic orientations, Case study, Business-to-business marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-157466DOI: 10.1016/j.indmarman.2019.05.005Scopus ID: 2-s2.0-85066286146OAI: oai:DiVA.org:liu-157466DiVA, id: diva2:1324239
Funder
Riksbankens Jubileumsfond, P18-0588:1Available from: 2019-06-13 Created: 2019-06-13 Last updated: 2019-10-31Bibliographically approved

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