Hedley Sanderson, R.; Brodie, Roderick J.; Woodside, Arch G. - In: European Journal of Marketing 23 (1989) 4, pp. 50-59
An important consideration when designing new product services for a marketing channel is the extent to which the service should be differentiated to meet the requirements of alternative customer groups. This article is a report on whether a new wool testing service, which has potential...