June 2016

To maximize the effectiveness of your segmentation, you must clearly segment markets using the right market segmentation criteria. Learn how to segment markets appropriately!

Market segments must be profitable – otherwise, they do not deserve the firm’s attention. What are the requirements for profitable segments? Learn how to select attractive market segments!

What are the product characteristics that influence the adoption rate of a product? If you develop and market a new product, you should know what its characteristics mean for its…

There is a lively debate about the differences between licensing and franchising. That makes it often hard to understand. The main differences most agreed on can be found here.

The Porter Diamond model offers an effective way for analysing the national competitiveness. Based on the characteristics of the home country, it is possible to assess the international success of…