Article ID Journal Published Year Pages File Type
10442633 Technological Forecasting and Social Change 2005 11 Pages PDF
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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