Extending the Conversation on Market Driving: An Introduction to the Special Issue

Authors

Fiona Schweitzer, Grenoble Ecole de Management
Stacey L. Malek, Grenoble Ecole de Management
Shikhar Sarin, Boise State UniversityFollow

Document Type

Article

Publication Date

11-2023

Abstract

A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic.

Publication Information

Schweitzer, Fiona; Malek, Stacey L.; and Sarin, Shikhar. (2023). "Extending the Conversation on Market Driving: An Introduction to the Special Issue". Industrial Marketing Management, 115, A1-A4. https://doi.org/10.1016/j.indmarman.2023.09.002