From market driven to market driving Authors: Nirmalya Kumar, Lisa K. Scheer, and Philip Kotler Publisher: European Management Journal Date: 2000 Keywords: market driving, strategy Managerial Article Abstract: Firms are constantly exhorted to become more market driven. However our study of 25 pioneering companies (e.g. Body Shop, IKEA, Tetra Pak) whose success has been based on radical business innovation indicates that such companies are better described Complete Reference: Kumar, N. , L.K. Scheer, and P. Kotler (2000), "From Market Driven to Market Driving," European Management Journal, 18 (April), 129-141 To order the complete Article please mail to nkumar@london.edu