Faculty News | HBS Working Knowledge | 14 Feb 2011
Clay Christensen's Milkshake Marketing
by Clayton M. Christensen
When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either dividing the market into product categories, such as function or price, or dividing the customer base into target demographics, such as age, gender, education, or income level.

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