TY - JOUR
AU - Day, George S.
AB - Two distinct approaches to market analysis and definition have evolved. Those approaches which adopt a top‐down persepective, tend to specify markets in terms of competitive capabilities and resource transferability. The alternative bottom‐up perspective emphasizes customer requirements or usage patterns when defining markets. An integrated approach begins with a common model of the principal dimensions of a market. The second element is the recognition that different market definitions are needed for different strategic purposes. Next, the strategic planning framework which links business units and product‐market units should be compatible with these purposes and reflect a strategically relevant balance of cost and demand factors. A procedure for forming business units from groups of product‐markets is shown to be effective for achieving this balance.
TI - Strategic market analysis and definition: An integrated approach
JO - Strategic Management Journal
DO - 10.1002/smj.4250020306
DA - 1981-07-01
UR - https://www.deepdyve.com/lp/wiley/strategic-market-analysis-and-definition-an-integrated-approach-0kZSOBWCzw
SP - 281
EP - 299
VL - 2
IS - 3
DP - DeepDyve
ER -