Enhancing customer purchase likelihood through market driving strategies

Market driving is an important strategy for achieving competitive advantages, complementing existing predominant view that firms should be driven by markets. In this contribution we develop a framework for studying market driving strategies in an analytical manner from consumer perspective. We have identified consumer-related factors alterning the extent to which market driving efforts results in actual outcomes. Furthermore, market driving is defined analytically to encompass needs, categories and attributes. Outcomes of market driving do not guarantee success. We identify consumer, product and enviromental facotrs that alter the extent to which market driving outcomes translate into actual purchase likelilhood increase.