Table 1 The market driving (proactive)... | Emerald Publishing

Table 1

The market driving (proactive) and market-driven (reactive) approaches

Characteristics	Market driving approach	Market-driven approach
Market characteristics	The market is malleable	The market is stable
Market scope	Broad market environment	Narrow market environment
Stakeholder focus	All relevant stakeholders	Customers and competitors
Relationships with market actors	Educating market actors	Adapting to market actors
Degree of innovativeness in the value proposition	New solutions	Existing solutions
Development of the market	Radical change in actors' behaviours, norms, values	Incremental change in actors' behaviours, norms and values

Characteristics	Market driving approach	Market-driven approach
Market characteristics	The market is malleable	The market is stable
Market scope	Broad market environment	Narrow market environment
Stakeholder focus	All relevant stakeholders	Customers and competitors
Relationships with market actors	Educating market actors	Adapting to market actors
Degree of innovativeness in the value proposition	New solutions	Existing solutions
Development of the market	Radical change in actors' behaviours, norms, values	Incremental change in actors' behaviours, norms and values