This case gives students the opportunity to estimate the relative profitability of different segments and to make targeting and positioning recommendations based on these calculations. It highlights the importance of assessing segments based on both quantitative and qualitative considerations. It also emphasizes the potential difficulties associated with targeting multiple segments at once.
Grayson, K., Leiserson, E. and Waikar, S. (2017), "Fiserv Takes on the E-Billing Market: How Can We Get Them to Turn Off Paper?", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000123Download as .RIS
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