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In a reactive market orientation a company such as Reebok might be content to keep up with understanding and meeting customers’ expressed needs. Paul Fireman might say, “We always give the customers value for their money.” In a proactive market orientation a company like Nike might prefer to make a practice of researching and imagining latent needs through a “probe-and-learn” process.
A reactive market orientation is some what reacting on the market environmental factors after damage is done and design strategy to overcome the same.
Proactive strategy is the creative initiation we take in getting the desired results, generally this strategies are followed between market leader & market follower for gaining market share.
It's about your response on market changes
If you predicted the change then acted, or you started a new idea, you are proactive
If you acted according to customers feedback (for example, or competitor action), you are reactive
Just like same what we have read about the ACTIVE & PASSIVE voice.
Being creational to your market is proactive and being penetrating the current market is reactive
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