Case | HBS Case Collection | September 2006 (Revised March 2007)


by Clayton M. Christensen and Mark Szigety


Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to understand the jobs that their customers were "hiring" the product to do.

Keywords: Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry;


Christensen, Clayton M., and Mark Szigety. "QuickBase." Harvard Business School Case 607-029, September 2006. (Revised March 2007.)