Paradigm Shift from Market Driven to Market Driving Strategy in Smartphone Handset Industry: A Comparison

Satish Agarwal, Priyanka Bhagoliwal


Marketing has changed rapidly over time. Especially the Hi-Tech Industry has shifted its marketing strategies from traditional customer driven strategies to modern customer driving strategies. Customer driven market strategies focused on understanding the needs of the customers and satisfying those needs whereas customer driving strategies deals with generating needs, creating value proposition and delighting the customers by providing new-to-the-world products. The paper focused on the fundamentals of both the market driven and market driving strategies. It provides a comparison between both the strategies and concludes that hi-tech industry has successfully adopted the market driving strategies.


Smartphones; Market driven strategies; Market driving strategies; crowd sourcing; value proposition

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