Strategic market analysis and definition: An integrated approach

Strategic market analysis and definition: An integrated approach 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Management Journal Wiley

Strategic market analysis and definition: An integrated approach

Strategic Management Journal, Volume 2 (3) – Jul 1, 1981

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Publisher
Wiley
Copyright
Copyright © 1981 John Wiley & Sons, Ltd.
ISSN
0143-2095
eISSN
1097-0266
DOI
10.1002/smj.4250020306
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Strategic Management JournalWiley

Published: Jul 1, 1981

References

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