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Paradigm Shift Essay

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Paradigm shift from Market driven to Market driving startegy in Smartphone Handset Industry: A comparison

1. Professor Satish Agarwal
Designation :- Professor Maharishi Dayanand Saraswati University, Ajmer
2. Priyanka Bhagoliwal Research Scholar Maharishi Dayanand Saraswati University, Ajmer

Address:- 7, Patel Nagar, Near Gangotri Garden Gopal pura bypass, Jaipur. (Pin code 302015)

Contact:- Mobile. No: 9887102881 Email I.D. priyankabhagoliwal@gmail.com

Paradigm shift from Market driven to Market driving startegy in Smartphone Handset Industry: A comparison
Abstract
Marketing has changed rapidly over time. Specially the Hi-Tech Industry has shifted its marketing strategies from traditional customer …show more content…

Day (1999a) stated that market-driven denotes a “superior ability to understand, attract, and keep valuable customers”. Market driven strategy focus on understanding the needs of the customers and delivering a product to satisfy those needs. It forecast the demand of the market and then supply the products and services to fulfill the demand. Market driven strategic practice includes careful market research, investigating the customers' needs, and developing differentiated products or services for a well-defined segment. Various companies such as Nestle, Procter & Gamble, and Unilever have effectively employed this market driven approach and succeed. A firm that is market driven is both customer oriented and market oriented. A supply chain was introduced which caters and respond to the consumer desires. This chain, which serves the ultimate master, that is, consumer, is the demand chain. Demand chain is consumer driven as it uses consumer knowledge to develop products (Roger.D.Blackwell, 1997). This demand chain is the market driven strategy which relates to a company’s ability to learn and understand the customers’ needs and demands and respond to the

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