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A Study of From Market Driven to Market Driving Approach for A Plastic and Rubber Auxiliary Machinery Corporation in Taiwan
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Compared with general small and medium enterprises (SME), leading or brand companies that adopt market driving strategies are more likely to receive expectations and affirmations. However, this case study is mostly about how a SME, which is in plastic and rubber auxiliary machinery industry, not only adopting different marketing strategies (from market driven to market driving) to find its own competitive advantages and niches but also expanding its core competence, to achieve the growth of the company while under the threat of the competitors and rapid changes in the external environment. This thesis is first researching into the case company of the market driven model from three aspects: market-orientation, customer-leading and pioneering. And then understand why the specific market model was chose by the company when facing different environments and the effect to its overall operations by analyzing marketing model and strategy through value creation, change and leadership respectively. Finally, according to the result of the analysis, present the managerial concepts and marketing strategies to the plastic and rubber auxiliary machinery industry in Taiwan and the case company. So that SME can adopt the most appropriate marketing models by taking this case study as a reference when they encounter different competitions in the future. And this is where the main contribution lies .
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