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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Segmentation & the Jobs-to-be-done theory: A Conceptual Approach to Explaining
Product Failure
Author(s): Klaus G Oestreicher
Citation: Klaus G Oestreicher, (2011) "Segmentation & the Jobs-to-be-done theory: A Conceptual Approach to Explaining Product Failure" Vol. 5, Iss. 2, pp. 103 - 121
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The jobs-to-be-done theory tends to hold that segmentation is a theory. It supports that it is more
important to align R&D alongside jobs for which consumers searched a solution historically for, than to
allocate organisational R&Cs close to market attributes easy to measure, as the segmentation – targeting
– positioning framework emphasises. While the established STP-strategy seems salient within incremental
product novelties, the jobs-to-be-done theory is suggested to offer assistance for more radical
developments. This paper contrasts established segmentation strategies with the jobs-to-be-done theory
conceptualising that there are markets for incremental improvements and parallel markets expecting
more radical solutions to get jobs done.
