Understanding Market‐Driving Behavior: The Role of Entrepreneurship

In recent years, the marketing literature has placed significant emphasis on market‐driving and proactive market‐driven behavior within firms in attempts to reconceptualize the meaning of “market orientation.” For their part, market‐driving firms such as Starbucks, Amazon.com, Dell, and Southwest Airlines are demonstrating how business model innovation results in sustainable advantage and superior long‐term performance in a wide range of industries. In this paper, we contend that market‐driving behavior is distinct from a firm's market orientation, and instead is the essence of entrepreneurial action in the Schumpeterian “creative destruction” sense. It is further argued that the firm's entrepreneurial orientation interacts with other strategic orientations, in the process determining how they are manifested and, in some cases, whether they are manifested. Furthermore, entrepreneurial orientation plays a critical role in determining transitions among various strategic orientations over time. An integrative model illustrates the dynamics of the interface between marketing and entrepreneurship from both a content and process perspective. Two case studies illustrate how trajectories can be identified in the dominant strategic orientations within companies as they evolve.