Companies 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 & 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.
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