Market environment doesn't remain the same and companies being market-oriented keep track of and respond to changing consumer behaviours. For example, as discussed technologies such as AI, AR, and social media are increasingly used to support online and offline customer interface. According to Jaworski, Kohli, and Sahay (2000), highly successful firms are able to balance two approaches to market orientation drive markets and be market driven.

Considering this, answer the following:

(1) illustrate the two alternative approaches to market orientation and explain their differences using actual company examples. Then, select ONE technology and discuss:

(2) how the technology can help a company enhance their competitiveness in the marketplace;

(3) ONE negative impact of which the company should be aware and respond in the use of that technology.

Make your explanation and reasoning explicit and use actual company and industry examples as the context to illustrate your answer.