When developing an assessment of the market and the industry, it is important to take a macroview of the market and identify the job that consumers need done. This chapter focuses on information that is needed on the industry and the market in which a company plans to focus its strategic marketing efforts.
Theodore Levitt’s seminal work on marketing myopia stated that railroads were not in trouble in the 1970s because the need for moving people and products had diminished. Railroads were in trouble because they viewed themselves as being in the railroad business instead of being in the transportation business.
Using Clayton Christensen’s theories on disruptive innovation, new forms of transporting people and products ...
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