Theory of market segmentation and brand building in Chapter 3, that the products will customers want to buy? In The Innovator's Solution Clayton Christensen and Michael Raynor shows that when companies market segment and build brands in such a way as to meet the customer sees the market - clients hire products to get the job done - their success in innovation increases. Gallardo is a privately owned company whose products - salsa, sauces, seasonings and Latin American dishes - were sold primarily in the southwestern United States. When the company was sated that the geographic market, its chief executive, decided to invade Mexico. Describes how marketers Gallardo learned that the work of Mexican housewives hired these products to make. Shows how the company has used this understanding of the market in the segment of the market in different directions than its competitors. Gallardo products and advertising over stimulating significant growth in the market, but most of the growth was captured by its main competitor. What went wrong? Gallardo was branding and segmentation strategies according to the work-to-be-making models? Does the company have the opportunity to renew their products more successfully? "Hide
by Clayton M. Christensen Source: Harvard Business School 17 pages. Publication Date: May 20, 2005. Prod. #: 605072-PDF-ENG
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