© 2012

Proactive Companies

How to Anticipate Market Changes


Part of the Fundacao Dom Cabral (FDC) book series (FDC)

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Introduction: A Model for Market Proactiveness

    1. Leonardo Araújo, Rogério Gava
      Pages 1-6
  3. Understanding Market Proactiveness

    1. Front Matter
      Pages 7-7
    2. Leonardo Araújo, Rogério Gava
      Pages 9-22
    3. Leonardo Araújo, Rogério Gava
      Pages 23-40
  4. Managing Market Proactiveness

    1. Front Matter
      Pages 41-41
    2. Leonardo Araújo, Rogério Gava
      Pages 51-80
    3. Leonardo Araújo, Rogério Gava
      Pages 81-91
    4. Leonardo Araújo, Rogério Gava
      Pages 92-106
    5. Leonardo Araújo, Rogério Gava
      Pages 107-118
  5. Executing Market Proactiveness

    1. Front Matter
      Pages 119-119
    2. Leonardo Araújo, Rogério Gava
      Pages 129-144
    3. Leonardo Araújo, Rogério Gava
      Pages 164-185
    4. Leonardo Araújo, Rogério Gava
      Pages 187-192
  6. Back Matter
    Pages 193-238

About this book


Why do some companies succeed better than others? It is well known that there are many variables such which may impact a company's performance. The authors present their new model for Market Proactiveness which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance.


innovation innovation management management organization organizations strategy

Authors and affiliations

  1. 1.Fundação Dom CabralBrazil

About the authors

LEONARDO ARAUJO Professor of Marketing at Fundação Dom Cabral (FDC), teaching both MBA programs but also short courses for executives of large national and multinational companies. He was Manager of Marketing at the FDC from 2003 to 2005 and is a member of the FDC Innovation Centre.
ROGERIO GAVA Professor and consultant in marketing and strategy at FDC as well as a Visiting Professor teaching strategic marketing programs at the Federal University of Rio Grande do Sul (UFRGS), coordinator of the administration of the Centre for Higher Education Ragamuffin (CESFRS) and Director of Gava & Gava Integrated Business Consulting, since 1998, providing training and consulting in the areas of marketing, strategy and finance, serving clients in various regions of the country.

Bibliographic information


'This important book is a wake-up call to companies that are over-focused on the short run and in danger of losing in the long run. It is no longer sufficient to be market-driven as opposed to product-driven. Your company must proactively anticipate changes and create changes. Araújo and Gava show you how to do it.'

Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

'Professor Leonardo Araújo and Rogério Gava provides us with a fascinating and flavourful work. They not only unveil a strategy (market proactiveness) to help overcome one of the companies' most intriguing questions (why are some of them more successful than others?), but also captivates us with superb text. They call our attention to a paradox: though widely known, proactiveness is not adopted. They suggest that the secret is to execute it. Supported by theory and actually grounded in organizational practices, the book helps us learn how the real world operates and this is FDC's style. We are therefore proud of it and recommend you read it.' Emerson de Almeida, Dean of Fundação Dom Cabral, Brazil

'In a clear and direct style, the book shows how proactive managers deal with innovation, risks and mistakes and how they should act to take advantage of opportunities in the present and to create the future. Based on rigorous research work, the authors demonstrate that proactive companies are more competitive because they are able to anticipate the market's expectations.'

- C. Belini, Fiat President for Latin America

'We are all looking for gains, but we know that is essential to build today's results by paving tomorrow's routes. The model presented in this book is a very helpful tool in the search for a proactive anticipatory posture and to avoid being led by change. Leonardo and Rogério show is that when we direct our efforts to that goal, we make ourselves capable of gaining the admiration of both market and customers, and therefore of perpetuating our company.'

-Fábio Barbosa, Executive President of Abril S/A