Product relevance as basis for market defragmentation and strategic decision making

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic decision making process of larger companies has become questionable.

Product Relevance as a Basis for Market Defragmentation and Strategic Decision-making

Jeroen Rietberg2way Research, Netherlands

Philip BirdMSN Europe, United Kingdom

INTRODUCTION

For a number of years now, the fragmentation of markets has been a generally...