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The Capabilities and Performance Advantages of Market-Driven Firms – Case of Manufacturing Companies Research Proposal Paper

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The Capabilities and Performance Advantages of Market-Driven Firms – Case of Manufacturing Companies


1.0 Introduction

Market-driven firms refer to the firm’s policy or strategy guided by market trends and customer needs instead of the firm’s productive capacity or current products. When we say market-driven, the focus is putting emphasis on the market itself prior to applying other drivers such as sales, customers and development. As such, there is the need to determine the needs, desires and expectations of the people, develop solutions to cater to these needs and wants for them to buy the product. Organizations with market-driven approach will strategy for the market needs and focus entirely on such. Market-driven companies therefore conform to forward-thinking solution.

2.0 Problem Statement

Market-driven approach is relatively a hard-to-master concept in the business world although it is claimed that 31% of the companies with such an approach succeeds. For the manufacturing companies, how they can possibly took advent of their capabilities and performance to achieve sustainable competitive advantage is not yet known. The key question that will be answered in this study is – How do manufacturing companies perceive their capabilities and performance as a market-driven business? Other research questions that will be given answer to:

1)    What are the capabilities of market-driven manufacturing companies that provide them with the competitive advantage?

2)    How do manufacturing companies understand their market-driven performance?

3)    In what specific ways does being a market-driven manufacturing company enhances performances?

3.0 Aim and Objectives

The main aim of this study is to explore the capabilities and performance advantages of market-driven manufacturing companies. In lieu with this, the following research objectives will be addressed:

·         Determine whether the market-driven approach is the key in maximizing capabilities and achieving optimal performance

·         Assess how being a market-driven will provide great benefits and advantages to manufacturing companies

4.0 Methodology

The research strategy that the study will utilize is the descriptive method. A descriptive research intends to present facts concerning the nature and status of a situation, as it exists at the time of the study (Creswell, 1994). It is also concerned with relationships and practices that exist, beliefs and processes that are ongoing, effects that are being felt, or trends that are developing (Best, 1970). In addition, such approach tries to describe present conditions, events or systems based on the impressions or reactions of the respondents of the research (Creswell, 1994). This research is also cross-sectional because of limited time. This research is a study of a particular phenomenon (or phenomena) at a particular time. (Saunders et al, 2003) Accordingly, cross-sectional studies often employ the survey strategy, and they may be seeking to describe the incidence of a phenomenon or to compare factors in different organizations.

Another method that will be employed is the case study. According to Robson (2002), a case study is a “strategy for doing research which involves an empirical investigation of a particular contemporary phenomenon within its real life context using multiple sources of evidence.”

In this study, primary and secondary research will be both incorporated. The reason for this is to be able to provide adequate discussion for the readers that will help them understand more about the issue and the different variables that involve with it. The primary data for the study will be represented by the survey results that will be acquired from the respondents. On the other hand, the literature reviews to be presented in the second chapter of the study will represent the secondary data of the study. The secondary sources of data will come from published articles from books, journals, theses and related studies, newspaper and magazines.

5.0 Timeframe















Read Literature













Finalize Objectives













Draft Literature Review














Devise Research Approach













Review Secondary Data













Organize Survey













Develop Survey Questions













Conduct Survey













Analyze Secondary and Primary Data













Evaluate Data













Draft Findings Chapter













Complete Remaining Chapters













Submit to Tutor and Await Feedback













Revise Draft and Format for Submission













Print, Bind






























Best, J. W. (1970). Research in Education, 2nd Ed. Englewood Cliffs, N.J.: Prentice Hall, Inc.


Creswell, J.W. (1994). Research design. Qualitative and quantitative approaches. Thousand Oaks, California: Sage.


Robson, C. (2002). Real world research, 2nd edn, Blackwell, Oxford.


Saunders, M., Lewis, P. and Thornhill, A. (2003). Research Methods for Business Students, 3rd Ed. London: Prentice Hall Financial Times.


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