ABSTRACT
There are two types of companies: market driven and market driving. A company that is market driven is controlled by the expressed needs of the customers. A company that is marketing driving is one that anticipates future needs of customers and aims to consistently market safety and reliability features. A marketing-driving company says, “If you like the device, tell your friends. If you don’t like it, tell me.” Companies need to
be marketing driving to not only reduce the chance of recall but also to use safety as a marketing tool for high return on investment.
