For a company to be proactive, they must be prepared for future situations vs. defensive responses that include the bare minimum of what is being asked of the company. In this case, most consumers would be more intrested in a company that is proactive vs. defensive.
An example of proactive corporate response would be what every business is doing right now during COVID-19. Having availablity to things online allows consumers to buy anything they need instead of going outside of the house.
To add to this, Netflix vs. Blockbuster has been a huge rival since Netflix made it possible for people to play a flat rate every month to watch an abundance of shows and movies. Blockbuster’s response to this had to be defensive since they weren’t prepared for what happened to their movie business. This response ended up failing in this case because clearly Netflix is the stronger competitor.