Tag Archives: customer segments

Christensen, C. M., Cook, S., & Hall, T. (2005). Marketing Malpractice. Harvard Business Review, 83(12), 74-83.

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The article proposes a change to companies’ marketing strategies. The authors claim that “the job, not the customer, is the fundamental unit for analysis for a marketer who hopes to develop products that customers will buy”. The claim has an … Continue reading

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Osterwalder, A. & Pigneur, Y. (2010) Business Model Generation

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Osterwalder’s and Pigneur’s book describes a key tool of their business thinking/modeling, namely Business Model Canvas. The canvas is a visual presentation of key business (model) topics. The author’s claim the canvas to be a great tool for describing, analyzing, … Continue reading

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