Hyperfragmentierung vs. neuer Markt
Ein kleiner Auszug aus meiner Veröffentlichung 2016:
"Traditional marketing teaches to split markets into customer segments and offer custom-tailored products and services to increase profitability. Therefore markets tend to become more and more fragmented with products and service with all kinds of features.
The problem for companies focusing on hyper-fragmented markets is, that they will only be able to reach a limited share by fighting with the competition. Most managers have therefore understood the importance of differentiation and the subject of innovation has hit the world of business for decades now."