Market Driven Strategy of Green Technology

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1.0 Introduction
Market driven strategy is an approach that sense events and trends in their markets ahead of their competitors. It means that firms have ability and able to anticipate more accurate response to actions in retains or attracting customer, improve channel relations and prevent competitors (Day, 1994 cited in Vorhies, Harker and Rao, 1999). By this, they can react swiftly on information in correct timely and coherent manner because the assumptions about the market and create organizational capability has significant implications for sustainability of competitive advantage. It posses the ability of learn rapidly about markets and to act on information to best positioned self to achieve competitive advantage (Day, 1993, 1994; Slater and Narver, 1994, 1995; Tuominen et al., 1997 cited in Vorhies, Harker and Rao, 1999). By that, firms can understand customer’s behaviors and measuring the interaction among customers. Therefore, it is orienting to the market and customers in every business activity performed (Donk, 2000). Green technology refers to application of knowledge in encompasses a continuously evolving group of methods and materials, from techniques for generating energy to non-toxic cleaning products in more practical purposes. The current expectation in this field will bring innovation and changes in daily life. Green technology would look forward in several sectors which are energy that searching alternative ways in generating energy and energy efficiency, manufacturing and consuming green products, green chemistry that reduce the use and generation of hazardous substances and green nanotechnology that apply green chemistry and green principles (http://www.green-technology.org).

2.0 Literature review
2.1 Concept of market myopia versus market driven
According to Levitt (1960), he argued that Marketing Myopia targeted towards goods producing industries that are profit driven and it is easy to see an industry suffer from a lack of vision which resulted from a rigid product orientation rather than a more flexible customer orientation. The key of his research was an industry is a customer satisfaction process and not a goods producing process. Business can do better if they concentrate and constantly meeting customer’s needs rather than just selling products that customer not really need it. For organization stop growing is because of failure in management and myopia. In market driven principles there are 4 points to focus on which are: make the customer the final arbiter, understand our markets, commit to leadership the markets we choose to serve and deliver excellent in execution across our enterprise. For a firm in order to be market driven must seeing past the shortsighted and inputs of customers, by which to gain a deep-down understanding that gives managers confidence that their judgments are right. Leading customers to where they want to go is risky, so firms must be willing to continually learn and refine their judgments through broad scanning and experimentation. A company has to understand its present and prospective customers (Day, 1998). 2.2 The need for market driven approach

Market driven strategy is very essential in formulating business strategy. The approach used is always market-oriented and customer-oriented. It helps firms to understand what the customers do, understanding the customer's behaviors and measuring the interaction among customers. Therefore, market driven strategy is orienting to the market and customers in every business activity performed.  The strategy allows the company to obtain a better understanding of the market, as well as their customer which lead company to achieve competitive advantage, and develop a long-tem relationship with the customers. The strategy works because the market and the customers are the starting point in business strategy formulation. Besides of that, market driven also requires a point of view on how the industry structure will evolve....
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