Why Wait Until It’s Too Late? - How do the challenges deriving from the adoption of a reactive approach to Market Orientation affect the transitioning process?
Research question-/s: Incumbents in the financial industry - what are the challenges faced in the beginning of a reactive transition to Market Orientation and how do these influence the process? Methodology: The case study was conducted in a global financial service provider based in Sweden. The research takes a qualitative approach which follows an inductive method with small elements of deductio