The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Solomon Thimothy There’s ...

Citations: Carpenter, Gregory. 2022. Market Driven or Market Driving? Toward a Dual Concept of Market Orientation. Industrial Marketing Management. 357-359.

Throughout the late 20th century, a quiet business revolution took place. As the cost of production systems declined and consumers became accustomed to greater choice, conventional marketing wisdom ...