Getting the innovation job done
Subtitle: matching the right new product with the right market
By: Clayton Christensen, David Sundahl
Contributors: Sundahl, David; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 02-025; Working paper (Harvard Business School. Division of Research) -- 02-025
Publisher: Division of Research, Harvard Business School
Published: 2001
Place of publication: Boston]
Language: eng
Number of pages: 15
Description: The central thesis of this paper: customers select products primarily for the outcomes those products enable them to achieve. We do not buy products so much as we hire them to do jobs for us. If marketers and engineers can understand how and why customers hire products and services to do various jobs that need to get done in their lives, they can segment markets more meaningfully, find exciting opportunities to differentiate, develop much more commanding brands, and create exciting new growth markets.
Notes: Includes bibliographical references.