Articulate the ‘Market Space’

Sandra Vandermerwe

Chapter Breakthrough 3 in Breaking Through, 2014, pp 77-87 from Palgrave Macmillan

Abstract: Abstract Together with the lead team the customer champion needs to articulate the ‘market space’, defined as the desired customer outcome, from which the mission unfolds — what the enterprise has to be better at doing than anyone else. The market space frames the competitive arena, the domain where new wealth and opportunities will be sought and found, which is a major step forward in the transformation process because it provides cohesion, giving people concrete direction.

Keywords: Augmented Reality; Customer Relationship Management; Analyst Forecast; Safe Driving; Market Space (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39551-1_4

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DOI: 10.1057/9781137395511_4

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