[New Book] The Growth Dilemma

[Financial News] Some people wear Crocs because they’re comfortable, while others choose the same shoes to express their individuality. The Growth Dilemma, by marketing researchers Annie Wilson and Ryan Hamilton, examines how companies should respond when the needs of new and existing customers diverge.
At Starbucks, customers who want to stay in the store and drink coffee share the same space with customers who want to quickly pick up drinks ordered on their phones. The book points out that changes intended to make things more convenient for one group can reduce the satisfaction of the other.
The authors recommend segmenting customers according to the value they seek from a brand and checking whether the needs of each group can be reconciled. If conflict is expected, they suggest differentiating products or sales channels by customer segment; if the groups share common interests, they propose a strategy for bringing them together. Translated by Lee Sang-hoon.

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