Segmentation and Evaluation Tools to Project Customer Potential

Heinrich Arnold, Michael Erner, Peter Möckel and Christopher Schläffer
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Heinrich Arnold: Deutsche Telekom AG
Michael Erner: Deutsche Telekom AG
Peter Möckel: Deutsche Telekom AG
Christopher Schläffer: Deutsche Telekom AG

A chapter in Applied Technology and Innovation Management, 2010, pp 100-115 from Springer

Abstract: Abstract Selecting the most promising innovation project requires – among other criteria – a sufficient yet practicable indication about its market potential. This projection takes place in the Information and Communication Technologies (ICT) market, where costumer needs are becoming increasingly heterogeneous. Companies make use of various approaches based on customer and market segmentations in order to reduce the complexity of markets by grouping consumers with similar product interests and buying behavior. This section addresses socio-demographic as well as socio-cultural segmentations and discusses how they can be used in the process of innovation development and the projection of future customer potential.

Keywords: Business Case; Market Segmentation; Price Decline; Innovation Market; Potential Market Size (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-88827-7_10

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DOI: 10.1007/978-3-540-88827-7_10

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