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Formation and Early Growth of Business Webs: Modular Product Systems in Network Markets
Networks of firms have been in the focus of management research for several years. Recently, special attention has been paid to so-called business webs. Business webs are networks of firms which provide complements to a common product architecture.The present book explicitly examines the formation and early growth of business webs. The author illustrates the early growth phases with two in-depth cases of the formation of the wireless internet ecosystem i-mode and the leading person-to-person online auction platform eBay. The book uncovers the contingencies under which the establishment of business webs is likely to succeed. Business researchers will benefit from the theoretical framework, while interested business managers will find explanations and advice for establishing a business web.
Market segmentation analysis : Understanding it, doing it, and making It useful
Offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.
Case studies in the traditional food sector : A volume in the consumer science and strategic marketing series
The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: Rejuvenating product image, Shaping new market places, Achieving market differentiation and geographical diffusion, Achieving customer loyalty, Promoting traditional features of the product and defining product positioning in competitive environment. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, Researchers in marketing field and food business professionals?, And which communication methods and practices have been relevant to make the most of R&D in the food industry?
