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Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets

In: Marketing Through Turbulent Times

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

In the previous chapter, I presented a market as a group of consumers who have the same problem (i.e., the same needs and wants) for which a product will provide a solution (i.e., it will satisfy those needs and wants). I cautioned against allowing perceptual maps, a representation of a product-market space, to constrict the way in which managers make strategic decisions about their organization and how it competes. I will now focus on how organizations can push product-market boundaries by creating new markets with new products.

Suggested Citation

  • Jenny Darroch, 2010. "Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets," Palgrave Macmillan Books, in: Marketing Through Turbulent Times, chapter 0, pages 89-105, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25118-2_8
    DOI: 10.1057/9780230251182_8
    as

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