The critical role of market segmentation: Evidence from the audio player market

Thierry Rayna; Ludmila Striukova; Samuel Landau

doi:10.4018/978-1-60960-197-3.ch011

The critical role of market segmentation: Evidence from the audio player market

Thierry Rayna, Ludmila Striukova, Samuel Landau

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

The aim of this research is the investigate the role played by market segmentation, in general, and by the choice of initial market segment, in particular, in the ability of a product to cross the chasm. To do so, a theoretical framework, enabling to explain the ability of some firms to cross this chasm, while many others remain unsuccessful is developed. The key result of this research is that the choice of initial market segment has crucial importance as adoption in this segment can lead to a cascade of adoption in the other segments. To illustrate this proposition, three cases studies of an historical leader (Sony), a first mover (Archos) and a newcomer (Apple) in the market for digital audio players are presented.

Original language	English
Title of host publication	Actor-Network Theory and Technology Innovation
Subtitle of host publication	Advancements and New Concepts
Publisher	IGI Global
Pages	162-177
Number of pages	16
ISBN (Print)	9781609601973
DOIs	https://doi.org/10.4018/978-1-60960-197-3.ch011
Publication status	Published - 1 Dec 2010
Externally published	Yes

Access to Document

10.4018/978-1-60960-197-3.ch011

Cite this

@inbook{d536095803284e0c9575429710b3aa2f,

title = "The critical role of market segmentation: Evidence from the audio player market",

abstract = "The aim of this research is the investigate the role played by market segmentation, in general, and by the choice of initial market segment, in particular, in the ability of a product to cross the chasm. To do so, a theoretical framework, enabling to explain the ability of some firms to cross this chasm, while many others remain unsuccessful is developed. The key result of this research is that the choice of initial market segment has crucial importance as adoption in this segment can lead to a cascade of adoption in the other segments. To illustrate this proposition, three cases studies of an historical leader (Sony), a first mover (Archos) and a newcomer (Apple) in the market for digital audio players are presented.",

author = "Thierry Rayna and Ludmila Striukova and Samuel Landau",

year = "2010",

month = dec,

day = "1",

doi = "10.4018/978-1-60960-197-3.ch011",

language = "English",

isbn = "9781609601973",

pages = "162--177",

booktitle = "Actor-Network Theory and Technology Innovation",

publisher = "IGI Global",

}

TY - CHAP

T1 - The critical role of market segmentation

T2 - Evidence from the audio player market

AU - Rayna, Thierry

AU - Striukova, Ludmila

AU - Landau, Samuel

PY - 2010/12/1

Y1 - 2010/12/1

N2 - The aim of this research is the investigate the role played by market segmentation, in general, and by the choice of initial market segment, in particular, in the ability of a product to cross the chasm. To do so, a theoretical framework, enabling to explain the ability of some firms to cross this chasm, while many others remain unsuccessful is developed. The key result of this research is that the choice of initial market segment has crucial importance as adoption in this segment can lead to a cascade of adoption in the other segments. To illustrate this proposition, three cases studies of an historical leader (Sony), a first mover (Archos) and a newcomer (Apple) in the market for digital audio players are presented.

AB - The aim of this research is the investigate the role played by market segmentation, in general, and by the choice of initial market segment, in particular, in the ability of a product to cross the chasm. To do so, a theoretical framework, enabling to explain the ability of some firms to cross this chasm, while many others remain unsuccessful is developed. The key result of this research is that the choice of initial market segment has crucial importance as adoption in this segment can lead to a cascade of adoption in the other segments. To illustrate this proposition, three cases studies of an historical leader (Sony), a first mover (Archos) and a newcomer (Apple) in the market for digital audio players are presented.

U2 - 10.4018/978-1-60960-197-3.ch011

DO - 10.4018/978-1-60960-197-3.ch011

M3 - Chapter

AN - SCOPUS:84898559884

SN - 9781609601973

SP - 162

EP - 177

BT - Actor-Network Theory and Technology Innovation

PB - IGI Global

ER -

The critical role of market segmentation: Evidence from the audio player market

Abstract

Access to Document

Fingerprint

Cite this