This chapter will introduce the key definitions and theories employed in this work. The terms emerging firms, market orientation, market-driving behavior and market-driven behavior are explained and their use within this thesis clarified. After that the theoretical basis is laid by introducing in more detail the two currents of market orientation and their interaction. This is the starting point for elaborating a concept of market-driving behavior for emerging firms and deriving hypotheses which will be done in Chapter 3.
KeywordsStakeholder Group Market Orientation Stakeholder Theory Intelligence Generation Sustainable Competitive Advantage
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