TITLE

Product for hire

AUTHOR(S)
Anthony, Scott D.; Sinfield, Joseph V.
PUB. DATE
March 2007
SOURCE
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p18
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
24990938

 

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