Product for hire

Anthony, Scott D.; Sinfield, Joseph V.
March 2007
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p18
The article focuses on new-product innovation, and the fact that the way that companies assess and analyze markets could contribute to unpredictability of their markets. Many companies see their products fail after conducting intensive marketing research. Often times, marketers who segment markets by demographics develop products that don't connect with consumers, and miss potential opportunities for innovation. Some successful products face commoditization. The jobs-to-be-done model is discussed as a way for companies to master the innovation life cycle, and to identify opportunities to create differentiated products and services. The model is based on investigation and focused research. Identifying demand, optimizing solutions, and defending share are discussed. INSETS: DEFINING A JOB;JOBS IN B2B CONTEXTS.


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