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Segmentation and Evaluation Tools to Project Customer Potential

In: Applied Technology and Innovation Management

Author

Listed:
  • Heinrich Arnold

    (Deutsche Telekom AG)

  • Michael Erner

    (Deutsche Telekom AG)

  • Peter Möckel

    (Deutsche Telekom AG)

  • Christopher Schläffer

    (Deutsche Telekom AG)

Abstract

Selecting the most promising innovation project requires – among other criteria – a sufficient yet practicable indication about its market potential. This projection takes place in the Information and Communication Technologies (ICT) market, where costumer needs are becoming increasingly heterogeneous. Companies make use of various approaches based on customer and market segmentations in order to reduce the complexity of markets by grouping consumers with similar product interests and buying behavior. This section addresses socio-demographic as well as socio-cultural segmentations and discusses how they can be used in the process of innovation development and the projection of future customer potential.

Suggested Citation

  • Heinrich Arnold & Michael Erner & Peter Möckel & Christopher Schläffer, 2010. "Segmentation and Evaluation Tools to Project Customer Potential," Springer Books, in: Heinrich Arnold & Michael Erner & Peter Möckel & Christopher Schläffer (ed.), Applied Technology and Innovation Management, pages 100-115, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-88827-7_10
    DOI: 10.1007/978-3-540-88827-7_10
    as

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