All articles by Robert G. Docters

Segments in Time

January 1, 1997
The trouble with most market segmentation programs is that they capture customers' preferences only at one point in time. Instead of snapshots, what is needed are moving pictures -- or what the authors call "evolutionary segmentation." By detecting unfolding trends, companies can gain a much better understanding of what customer preferences are likely to be tomorrow, and why.
by Robert G. Docters, John N. Grim Jr., and John P. McGady


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The future of the utilities industry and the players that are driving market success.