UC Irvine's Merage School Research on Strategic Innovation
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Finding the Right Job for Your Product

Abstract: “The way a company views its markets determines what it decides to produce, how it will take those products to market, who it believes its competitors to be, and how large it believes its market opportunities to be. Most companies segment along lines defined by the characteristics of their products (category or price) or customers (age, gender, marital status and income level) because that is the most easily accessible type of data, but product and customer characteristics are poor indicators of customer behavior because that is not how markets are structured from the customer’s perspective…”

Published: MIT Sloan Management Review, Spring 2007, Vol. 48, No. 3, pp. 38-47; Reprint 48301; (free for subscribers or, fee for download / reprints)
Authors: Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise Nitterhouse

Link: http://sloanreview.mit.edu/smr/issue/2007/spring/01/

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