The market orientation literature distinguishes between market driven and market driving approaches. Although, most of the companies provided as examples of the latter approach have strong corporate brands, the corporate brand and associated brand values have not previously been considered as a...

Purpose – The purpose of this paper is to explore how a global supplier network can support and contribute to a market driving strategy. Theoretically, the paper contributes by integrating the market driving strategy and the network approach. IKEA is considered one of the leading market...

Purpose: The purpose is to investigate how a retailer identifies critical network actors and gains their support when entering an emerging market. and to examine the role of a firm's relationships with different types of actors on the new market.Design/methodology/approach: The study is of an...

The global supplier network is becoming an increasingly important asset for many firms. If successfully managed, supplier relationships may support the firm's strategic orientation and become a sustainable advantage on the global market. A key question is thus how the firm can develop and...

Current research argues that a market-driving strategy leads to a competitive advantage. However, a market-driving strategy tries to change established rules in the marketplace and thus, is difficult to pursue. We argue that a market-driving strategy must be based on distinct capabilities and...

This study examines whether or not gender-related differences affect the likelihood of promotion. Using data from the Swedish audit industry, an industry with a well-defined and well-known career ladder, and applying a model that explicitly takes the characteristics of promotion into...

Foreign entry in retailing involves a large number of challenges. Many have to do with building network relationships to actors on different societal levels – involving governments and international bodies as well as business partners. Another critical part is to understand the host market...

Previous research demonstrates that a firm’s market orientation is influ-enced by network factors, but few regard market orientation as an inter-firm phe-nomenon, i.e. as a part of cooperative inter-firm activities and relationships. The paper suggests inter-firm market orientation as an...