Market-Driven Management: A Critical Literature Review
Keywords:Market-Driven Management, Market Orientation, Literature Review
In global markets the firms adopt a market–driven approach characterized by a careful monitoring of the competition and by the development of high skills in understanding the market and its stakeholders, in order to choose the most suitable competitive strategy. The paper provides a critical review of the main literature on market-driven management, analysing its evolution from Japan to the USA and Europe.
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