Finding the Right Job For Your Product

  title={Finding the Right Job For Your Product},
  author={Clayton M. Christensen and Scott D. Anthony and Gerald Berstell and Denise Nitterhouse},
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
Highly Cited
This paper has 30 citations. REVIEW CITATIONS

From This Paper

Topics from this paper.


Publications citing this paper.
Showing 1-10 of 18 extracted citations

An evaluation of new business models in the digital authentication industry An explorative study of Gemalto eBanking

CHRISTOFER GEIJER, Daniel Werner, Gemalto eBanking, Frederique Richert, © Christofer Geijer
View 6 Excerpts
Highly Influenced

Disruption-Oriented Product Planning: Towards a Framework for a Planning Process for Disruptive Products

2018 Portland International Conference on Management of Engineering and Technology (PICMET) • 2018

Using the Wizard-of-Oz Method for Exploring Deep Customer Experience Preferences

2018 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC) • 2018
View 3 Excerpts


Publications referenced by this paper.
Showing 1-10 of 13 references

Democratizing Innovation

See E. von Hippel

The Origin and Evolution of New Businesses

A. Bhide

Professor of Business Administration Emerita at Harvard Business School, called this method empathic design

Leonard, William J. Abernathy
See D. Leonard and J. Rayport, “Spark Innovation Through Empathic Design,” Harvard Business Review • 1997

Spark Innovation Through Empathic Design

J. Rayport
Harvard Business Review 75 ( November - December • 1997

The customer case-research method is described in detail in two articles

D. G. Berstell
Marketing Research 9, • 1997

Marketing Success Through Differentiation

See T. Levitt

Marketing Myopia,

T. Levitt
Harvard Business Review 53 (September-October • 1975

Managing For Results

P. F. Drucker
(New York: Harper & Row, • 1964

A Theory of Market Segmentation

H. J. Claycamp
Journal of Marketing Research • 1957

Similar Papers

Loading similar papers…