Strategic market analysis and definition: An integrated approach
整合了自上而下（基于竞争能力和资源可转移性）与自下而上（基于客户需求）两种市场定义方法，提出一个包含市场维度模型、不同战略目的对应不同市场定义、以及连接业务单元与产品市场的战略规划框架的整合方法。
Abstract Two distinct approaches to market analysis and definition have evolved. Those approaches which adopt a top‐down persepective, tend to specify markets in terms of competitive capabilities and resource transferability. The alternative bottom‐up perspective emphasizes customer requirements or usage patterns when defining markets. An integrated approach begins with a common model of the principal dimensions of a market. The second element is the recognition that different market definitions are needed for different strategic purposes. Next, the strategic planning framework which links business units and product‐market units should be compatible with these purposes and reflect a strategically relevant balance of cost and demand factors. A procedure for forming business units from groups of product‐markets is shown to be effective for achieving this balance.