The company is characterized by its "Market Driving"
approach in developing and marketing its products.
Marketing can be considered as the act of creating change
and disequilibrium in markets such that the change would
benefit the company (or an alliance of companies), but it
would disadvantage their competitors. It is not enough for
companies to passively respond to changing environments
by looking for the best fit between the existing resources
and market niches. To achieve a superior business performance,
companies need to actively influence the market rather than
being only reactive to it (i.e., be capable of driving markets).
As illustrated by this company, market-driving companies
are better able to gain a sustainable competitive advantage
by proposing offerings more valued by consumers than their
competitors. In fact, there are different ways to drive
a market; market behaviors can be shaped directly (by either
building or removing customer or competitors' constraints)
or indirectly (by creating or reversing new customers or
competitors preferences). The present case illustrates the
direct shaping of the market behaviors.