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Full-Text Articles in Business
Customer-Oriented Approaches To Identifying Product-Markets, George S. Day, Allan D. Shocker, Rajendra Kumar Srivastava
Customer-Oriented Approaches To Identifying Product-Markets, George S. Day, Allan D. Shocker, Rajendra Kumar Srivastava
Research Collection Lee Kong Chian School Of Business
The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.