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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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What is the Impact on Strategy?

What is the Impact on Strategy?

Chapter:
(p.39) 3 What is the Impact on Strategy?
Source:
Fusion for Profit
Author(s):

Sharan Jagpal (Contributor Webpage)

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195371055.003.0003

This chapter provides an analytical approach for defining the market. It shows the importance of explicitly evaluating consumer perceptions and perceived product benefits when defining the boundaries of an industry. In particular, it discusses the implications of market definition for measuring managerial performance, designing managerial incentive plans, choosing organizational structure, and optimizing resource allocation.

Keywords:   addressable market, consumer perceptions, managerial compensation contracts, market definition, product characteristics, product positioning, served market

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