Market-driven versus market-driving behaviours: preliminary evidence for developing competitive advantage in high-technology markets
by Stacey Barlow Hills, Kenneth R. Bartkus
International Journal of Technology Marketing (IJTMKT), Vol. 2, No. 2, 2007

Abstract: Market orientation is considered an important means of achieving competitive advantage. While the concept appears to have particular relevance for high-technology markets, it has yet to be adequately examined in this context. Hence, the generalisability of the market orientation concept to high-technology markets has yet to be established. Additionally, while market-driven behaviour has been a central construct in market orientation research, market-driving behaviour has received much less attention. As such, the relative influence that each of these has on an organisation's performance remains unknown. This study addresses these issues by examining the relationship between market orientation, competitive advantage and financial performance using a sample of marketing and senior managers from 164 diverse high-technology organisations. Results suggest that successful organisations are those that exhibit relatively high levels of customer-driven, customer-driving, and competitor-driving behaviours. Competitor-driven behaviour was negatively associated with success. Implications and future research are discussed.

Online publication date: Wed, 08-Aug-2007

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