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Second Quadrant: New Customer Markets

In: The Post-Pandemic Business Playbook

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  • Ofer Mintz

    (University of Technology Sydney)

Abstract

This chapter describes the first customer-centric growth strategy firms should consider employing, which is to expand into new customer markets with their current product offerings by either targeting new customer markets or further expanding their current customer markets. The chapter describes how a firm's growth strategy to pursue should depend on whether it is competing in industries with increasing or decreasing customer demand. The chapter provides actionable recommendations based on the use of academic analysis and best industry practices. In addition, this chapter details examples from start-up firms, airlines, e-commerce providers, a travel insurer, a government tourism ministry, commercial real estate, and movie studios.

Suggested Citation

  • Ofer Mintz, 2021. "Second Quadrant: New Customer Markets," Springer Books, in: The Post-Pandemic Business Playbook, chapter 0, pages 81-92, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-5868-6_8
    DOI: 10.1007/978-981-16-5868-6_8
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