Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10442633 | Technological Forecasting and Social Change | 2005 | 11 Pages |
Abstract
Emerging technology enables industry to create products and services to fulfill previously unmet needs. Yet, the higher fixed costs and shrinking product life cycles associated with new digital technologies also generate business risk. While many companies engage in continuous innovation to maintain their market share, an innovation in itself does not guarantee success. Given these strategic shifts, traditional methods of segmentation are inadequate, especially in markets driven by flexible information and communication technologies (ICT). This study bridges this gap by examining existing innovation and market segmentation literature, proposing an integrative framework that incorporates knowledge from both, and validating this model through field research. Application of this integrative model can help service developers, facilitators and operators design, distribute and communicate new services to fulfill the needs of potential adopters.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
A. Lee Gilbert, Hilda Han,