Proactive orientation – external environment is not a given but can be shaped >”Purposeful enactment”
Opportunity driven – unnoticed market positions that are sources of profit potential, which stem from market imperfections
Customer intensity –creative approaches to customer acquisition, retention & development. Includes customer intimacy
Innovation-focused – ability to maintain a flow of internally and externally motivated new ideas resulting in new products, services, processes, technology applications, and/or markets.
Risk management –calculated risk taking > identify risk factors and ways to mitigate or sharing them with others
Resource leveraging –not constrained by current resources > stretching current resources, LOB & LOM
Value creation –innovative value creation, a prerequisite to transactions and relationships