market-driven = MOV (market orientation view) - passivemarket structure and behavior are specifiedlearn understand respond- adaptation to customers- Predict future technological needs and customer preferences- respond to market structure- permanent benchmarking- duplication

market-driving = RBV (resourced based view) - proactivemarket structure and behavior can be formedchanging the composition and/or roles of players in a market- induce change and alterations in market and consumers- be at the cutting edge of customer needs- shape, pioneer, forecast market development- identify sustainable internal and external competencies