haku: @freeterm PRODUKTPOLITIK, MARKTSEGMENTIERUNG / yhteensä: 1
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| Tekijä: | Boardman, A. E. Vining, A. R. |
| Otsikko: | Defining your business using product/customer matrices (Marktanalyse) |
| Lehti: | Long Range Planning
1996 : FEB, VOL. 29:1, p. 38-48 |
| Asiasana: | |
| Vapaa asiasana: | UNTERNEHMENSSTRATEGIE, KUNDE, PRODUKTPOLITIK, MARKTSEGMENTIERUNG |
| Kieli: | eng |
| Tiivistelmä: | The immediate value of a product/customer matrix (PCM) is that it provides an initial 'snapshot' of both the company's products and customers and the connection between the two at a given time. PCM's can describe the firm's corporate strategy and can focus the discussion of competitive level strategies, and they are useful for assessing performance in specific products and customer groups. The article outlines a process for making PCM's an integral part of strategic analysis. |
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