INNOVATION - Finding the Right Job for Your Product - Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to "hire" the best product or service to do it. Marketers must adopt that ...
| Year of publication: |
2007
|
|---|---|
| Authors: | Christensen, Clayton M. ; Anthony, Scott D. ; Berstell, Gerald ; Nitterhouse, Denise |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 48.2007, 3, p. 38-48
|