Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 8 in Marketing Through Turbulent Times, 2010, pp 89-105 from Palgrave Macmillan

Abstract: Abstract In the previous chapter, I presented a market as a group of consumers who have the same problem (i.e., the same needs and wants) for which a product will provide a solution (i.e., it will satisfy those needs and wants). I cautioned against allowing perceptual maps, a representation of a product-market space, to constrict the way in which managers make strategic decisions about their organization and how it competes. I will now focus on how organizations can push product-market boundaries by creating new markets with new products.

Keywords: Cell Phone; Energy Drink; Vacuum Cleaner; Turbulent Time; White Tooth (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25118-2_8

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DOI: 10.1057/9780230251182_8

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