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- W4383668032 endingPage "294" @default.
- W4383668032 startingPage "277" @default.
- W4383668032 abstract "Although theory points to the relevance of dynamic capabilities in firms that seek to drive new markets, we lack a clear understanding of how firms can develop and apply such capabilities. In this paper, we draw on a seven-step quasi-Delphi study to discuss how market-driving companies should conduct market-sensing, −seizing, and -transforming activities. We identify important research gaps related to determining needs in market sensing, making “big bets” versus taking small, incremental steps in market seizing, and individual versus collective market-driving activities in transforming markets, and on the role of agility and resources in market-driving activities. We propose an integrated research agenda to address these gaps and advance exploration of the market-driving phenomenon." @default.
- W4383668032 created "2023-07-09" @default.
- W4383668032 creator A5010785537 @default.
- W4383668032 creator A5018156363 @default.
- W4383668032 creator A5069634117 @default.
- W4383668032 date "2023-08-01" @default.
- W4383668032 modified "2023-09-30" @default.
- W4383668032 title "Exploring the future of market driving: A dialogue with marketing thought leaders" @default.
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