Corporate taxonomies can open up the big picture

Brant Cruz (Brant Cruz is a vice president and team general manager at Chadwick Martin Bailey Inc., a Boston market strategy firm dedicated to creating competitive advantage through advanced, custom market research deliverables. He can be reached at

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


What separates companies that survive from ones in overdrive? One answer is a corporate taxonomy. This new twist on the practice of strategic segmentation helps a diverse company keep its market segments in an overall, strategic perspective, permitting it to adapt more easily to new opportunities. It affords the big picture that allows companies to seize new opportunities.



Cruz, B. (2004), "Corporate taxonomies can open up the big picture", Handbook of Business Strategy, Vol. 5 No. 1, pp. 247-251.

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Copyright © 2004, Emerald Group Publishing Limited

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