Finding the Right Job For Your Product

@inproceedings{Christensen2007FindingTR,
  title={Finding the Right Job For Your Product},
  author={Clayton M. Christensen and Scott D. Anthony and Gerald Berstell and Denise Nitterhouse},
  year={2007}
}
The way that companies choose to define market segments influences which products they develop, drives the features incorporated in those products, and shapes how they take them to market. Segmentation schemes define who is framed as competitors; and how large specific market opportunities are believed to be. Most marketers segment their markets along lines defined by the characteristics of their products or customers. Indeed that is what the market looks like when you’re inside the company… CONTINUE READING
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