According to the provided content, what is a key feature of proactive firms?

A key feature of proactive firms is their ability to adopt innovative practices that reflect social needs. This approach demonstrates a forward-thinking mindset, where the firm anticipates changes in the market and society and responds by integrating these insights into their strategies. Proactive firms understand the importance of aligning their goals with broader social and environmental concerns, allowing them to not only meet customer expectations but also address emerging challenges and opportunities.

This commitment to innovation driven by social needs often leads to sustainable practices that benefit both the business and the community, as well as enhance the firm's reputation and competitive advantage in the marketplace. By focusing on innovation that is responsive to societal issues, proactive firms can create products and services that are not only profitable but also contribute positively to the communities they serve.