{"product_id":"product-re-categorization-von-barbara-colombo-und-michael-gibbert","title":"Product Re-categorization","description":"\u003cp\u003eCompanies have a wide basket of possibilities to  enlarge their market view and catch  new opportunities if they opt for a different  segmentation approach, based on the job customers  need to get done. The present study discusses the  meaning of product recategorization in order to  overcome conventional market segmentation techniques,  which tend to establish a bi-univocal relation  between a product and an addressed cluster. This research examines the behavior adopted by  tesa, a multinational company leader in the  production of adhesive tapes, to conquer the Arts \u0026amp;  Entertainment market; it outlines the importance of  including customers' opinions and needs in order to  be profitable, underlining that this is not only a  B-2-C requirement, but also a B-2-B one. It highlights that technology does not always  represent the most important and successful  innovation driver. The paper is focused on the  numerous recently discovered tape applications in  the show business world and on a new artistic  trend, represented by the tape art.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783844391442\"\u003e\u003ch3\u003eThe case of the Adhesive Tape in the Arts and Entertainment Market\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783844391442","offer_id":39495955611741,"sku":"9783844391442","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/c3837d40-a8b7-417b-b524-9fbcf1ec0c5a.jpg?v=1775196687","url":"https:\/\/shop.autorenwelt.de\/en\/products\/product-re-categorization-von-barbara-colombo-und-michael-gibbert","provider":"Autorenwelt Shop","version":"1.0","type":"link"}