What is a market-driving strategy?
A more recent approach, that is built on the idea that firms do not respond passively to current customer demands via adaptation. Instead, these firms have the ability to develop a unique value proposition for customers, and focuses on changing the behavior of different market actors (customers and others) in the value chain. In other words, it believes in educating its consumers in order for them to make better decisions and value propositions, and as a result buy the firm's products over somebody else's.
Loyalty is built upon innovative channel management and customer relationships.
Example companies would be IKEA with it's on-spot available furniture and Starbucks for introducing coffee to areas where it was not drunk before, as well as Apple, CNN, the Body shop etc.