Finding new space in the market

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.

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Year of publication:	2000
Authors:	Kippenberger, T
Published in:	The Antidote. - MCB UP Ltd, ISSN 1758-423X, ZDB-ID 2269744-5. - Vol. 5.2000, 5, p. 10-11
Publisher:	MCB UP Ltd
Subject:	Marketing concept \| Marketing environment \| Competitive strategy

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Type of publication:	Article
Type of publication (narrower categories):	conceptual-paper
Language:	English
Other identifiers:	10.1108/EUM0000000005353 [DOI]
Source:	Other ZBW resources

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