TY  - JOUR
AB  - Purpose– The purpose of this paper is to extend the literature on market-driven and market-driving management and analyzes the Benetton’s market orientation change from a market-driving to a market-driven orientation. Additionally, this study uses longitudinal data to measure the degree of success of the market-driven orientation. Design/methodology/approach– The study is based on a qualitative case study method and it discusses how Benetton has moved from a market-driving to a market-driven orientation. Findings– The paper analyzes the principal transformations the Benetton Group has gone through to implement a market-driven orientation, including the delocalization of the manufacturing and of trusted suppliers; the downstream integration process; the adoption of a flexible, efficient and responsive logistics; the implementation of a modern information systems infrastructure. Revenues data show that the company has benefited of the new orientation, but only in the short-run. Moreover, the early adoption of the market-driven orientation by competing firms (e.g. Zara) and the economic environment seem to play an influence on the performance of market-driven companies. Research limitations/implications– The single case study approach may limit the generalizability of the findings. However, this case study is unique and of high importance for managers in different industries. Originality/value– Although some studies have discussed the benefits of market-driven and market-driving orientations, no study has analysed how companies move from a market-driving to a market-driven orientation. Additionally, existing studies have proved market orientation’s influence on business performance using static measures. This study uses longitudinal data to show the effect of market-driven orientation on a company’s long-term competitive advantage.
VL  - 33
IS  - 3
SN  - 0263-4503
DO  - 10.1108/MIP-02-2014-0037
UR  - https://doi.org/10.1108/MIP-02-2014-0037
AU  - Filieri Raffaele
PY  - 2015
Y1  - 2015/01/01
TI  - From market-driving to market-driven: An analysis of Benetton’s strategy change and its implications for long-term performance
T2  - Marketing Intelligence & Planning
PB  - Emerald Group Publishing Limited
SP  - 238
EP  - 257
Y2  - 2024/09/19
ER  -