“…Specifically, marketing researchers have speculated on the advantages of taking a proactive, 'market-driving' stance toward (business model) innovation: reshaping existing market structures, addressing latent customer needs, producing discontinuous leaps in customer value, designing unique business systems, developing new channels, and/or fundamentally changing the rules of the competitive game (Bergman, Viljainen, Kässi, Partanen, & Laaksonen, 2006;Jaworski, Kohli, & Sahay, 2000;Kumar, Scheer, & Kotler, 2000;Narver, Slater, & MacLachlan, 2004;Schindehutte, Morris, & Kocak, 2008). These authors contrast this proactive market orientation to the traditional reactive market orientation, which is characterized by a firm's strategy to simply adapt to existing market structures and/or to merely respond to and be led by customers' existing, manifest needs.…”