Markets Driven vs Driving Markets Approach - 946 Words

Discuss the conflict between the â€Å"market driven† and â€Å"driving markets† approach of Microsoft. Which approach do you consider Microsoft utilizes? Customers first? Or innovation driven? Justify. By Viola Mosweu amp; Nkosana Nkomo Microsoft employs two approaches in being market oriented-a market- driven approach and a driving markets approach. Market driven refers to a business orientation that is based on understanding and reacting to the preferences and behaviors of players within a given market structure. Driving markets, on the other hand, implies influencing the structure of the market and / or the behavior(s) of market players in a direction that enhances the competitive position of the business, in this case Microsoft. Jaworski,†¦show more content†¦They introduced Microsoft office 1.0, visual basic, windows NT, Windows 95, Internet explorer, Office 97, MSN Gaming Zone, Change of leadership from Bill Gates to Steve Ballmer, windows 2000, windows vista, office 2007, windows server 2008 and visual studio 2008 and now its latest product windows 7. At each stage Microsoft began anticipating market needs and behaviors by analyzing business and end user processes, challenges and problems of end user and programming problems by developing a improved but not a perfect product that attempted to ease some of the difficulties of computing until such a point where customers begin anticipating the new product will replace the previous one with improved and salient features that make the experience of computing an enjoyable one. The magnitude of the changes were magnificent such as that in 1978 a small company was able to exceed $1 million sales mark, IN 1983 OVER 100 MILLION MICE WERE SOLD, the IPO price for its shares was $21.00 per share, 1 million sales of windows NT in 4 days, 10 million plus MSN gaming members and so on. Currently, Microsoft has a market orientation in which the two approaches are complementary since both approaches represent a market orientation that entails a focus on customers, competitors and broader market conditions (Kohli and Jaworski 1990). The two approaches are complementary, not substitute in relation to Microsoft because they are simultaneously attempting to protectShow MoreRelatedA Customer Driven Organization Is The Most Important Mission And Purpose Of Every Business1242 Words   |  5 PagesA customer driven organization is one that listens to its customers and integrates customers into its business by providing customer focused solutions. 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