Theory-driven market and Path Construction.docVIP

 PAGE \* MERGEFORMAT 24 Theory-driven market and Path Construction Of: Shen accounted wave; Xin-Guo Zhang; ZHAO new Abstract: In the fierce market competition, in order to maintain a sustainable competitive advantage, companies can not just focus on meeting market demand, but also to create and guide the market demand. Market-driven and market-oriented decision-driven market is a combination of the two only distinct but interrelated. the use of theory-driven market, seeking competitive advantage. To do this, building market-driven path to creating customer value-driven marketing activities, produce the desired organizational performance. Keywords:: driven market, market-driven, value creation, path dependence First, market-driven and market driven differences and links (A) Market orientation: market-driven and drive a combination of market Market-oriented research in the past, the study is to listen to the voice of the customer, which built on the changes after the market reaction to proactive to identify, understand and adjust their marketing mix to adapt to and meet the needs of customers market-oriented research is known as market-driven marketing strategy. market-oriented philosophy is seen to be market-driven strategy, can not guarantee a business can obtain a sustainable competitive advantage. If the market which each participant implementation of market-driven strategy, each enterprises are based on strategic actions of competitors to adjust, and consistent with current needs of customers, it will not only increase the level of competition, the market segments continue to narrow, but also inhibit the innovation capability of enterprises, which enterprises may not be able to consistently outperform their competitors to provide customers with added value. Market-driven market-oriented marketing strategy is only one aspect. Companies do not have to have been “listening to the voice of customers”, customers can also change the