Finding new space in the market

Abstract

Suggests six lines to imply that one can find unoccupied territory by looking across the usual boundaries of competition, look across: substitute industries; strategic groups within industries; buyer groups; complementary offerings; the functional/emotional appeal to buyers; and across time. Makes the point that not only small start‐up companies can dart into new market spaces — large companies can also create and re‐create markets.

Citation

Kippenberger, T. (2000), "Finding new space in the market", The Antidote, Vol. 5 No. 5, pp. 10-11. https://doi.org/10.1108/EUM0000000005353