Ett sätt att förbättra tillväxten är att öka kundsegmentet. Det möjliggör mycket riktigt fler marknadsandelar och högre omsättning, men om man är oförsiktig kan det ske på bekostnad av redan befintliga kunder. När de nya kunderna som bolaget lockar till sig har andra prioriteringar, värderingar och behov, kan varumärket upplevas diffust och lojaliteten urholkas.
Marknadsföringsforskarna Ryan Hamilton och Annie Wilson etablerar i in bok The Growth Dilemma en fyrfältsmodell över relationerna mellan olika kundgrupper. Med avstamp i modellen kan du som vd skaffa en bättre förståelse för hur en utvidgning av kundbasen kan komma att påverka varumärket och i förlängningen bolagets ekonomi. Här följer sju råd, först framlagda i Harvard Business Review, till dig som vill attrahera nya kundgrupper utan att förlora de gamla.
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