Key factors in the international market driving process: The role of internal competencies and external network actors

The data comes from a postal survey that looks at the antecedents to market driving behaviour in multinational firms within Europe.
Our sample of European firms originates from Dun and Bradstreet UK, based on our criteria of more than 250 employees and a minimum of 25% of total sales coming from international sales.
The data provided is raw data from the survey. The questions asked in the survey are provided along with references.<p>Existing literature to a large extent suggests that firms should adapt the products and the market strategy in line with the needs and wants of each market they go to. However, this research suggests that a 'market-driving' approach allows firms to develop long term competitive advantage.

A 'market-driving' approach is based upon proactively addressing the existing market conditions. It is an ability to develop unique business systems, to reshape the value chain, change the norms and behaviour of the market actors and to educate customers. On the contrary, the 'market-driven' approach of simply responding to the market can be more easily copied by other firms.

The management literature has not yet offered a framework that discusses the preconditions for succeeding with the 'market-driving' approach and whether or under what circumstances the 'market-driving' strategy actually leads to a better market performance.
This research suggests that certain internal capabilities and external networks are critical parts of the 'market-driving' approach.
This project aims to develop and test a conceptual framework for the 'market-driving' approach and carry out a quantitative survey to test the framework. Structural equations modelling and partial least square methodology will be employed to empirically test the framework and draw conclusions.</p>

本数据集源自一项邮政问卷调查，旨在探究欧洲跨国企业市场驱动型行为的前置影响因素。本研究的欧洲企业样本取自英国邓白氏（Dun & Bradstreet UK）数据库，筛选标准为员工规模超过250人，且国际销售额占总销售额比例不低于25%。本次提供的数据为该问卷调查的原始数据，问卷题目及相关参考文献均一并附后。

现有研究文献在很大程度上认为，企业应根据目标市场的需求调整其产品与市场战略。然而本研究表明，采用市场驱动型（market-driving）策略可帮助企业构建长期竞争优势。

市场驱动型策略以主动干预既有市场格局为核心，其本质是构建独特业务体系、重塑价值链、改变市场参与者的行为规范与模式，并对消费者开展教育引导的能力。与之相对，仅被动响应市场的市场响应型（market-driven）策略则更容易被其他企业模仿。

当前的管理学研究尚未形成一套完整的分析框架，用以阐释市场驱动型策略取得成功的前置条件，以及该策略是否、或在何种情境下能够切实提升市场表现。本研究认为，特定内部能力与外部网络是市场驱动型策略的核心构成要素。

本研究项目旨在构建并验证市场驱动型策略的概念框架，并通过定量问卷调查对该框架进行检验。研究将采用结构方程建模（Structural Equations Modelling）与偏最小二乘（Partial Least Square）方法开展实证检验并推导研究结论。