Who Are the Best Customers for Our Products?
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- Synopsis
- Which initial customers will constitute the most viable foundation upon which we can build a successful growth business, and how should we reach them? It's relatively straightforward to find the ideal customers for a low-end disruption; it is much trickier to find the new-market customers (or "nonconsumers") who present an opportunity for growth. This chapter explores why so few companies historically have sought nonconsumers as the foundation for growth and suggests what to do about it, offering three case studies that identify customers, applications, and channels where new-market disruptions tend to find their foothold.
- Copyright:
- 2003
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.