7.8 The right Business Orientation for the chosen market segment
Not every Business Orientation is equally suitable for every market segment. For instance, targeting small and medium-sized businesses with an Expert–client approach can be risky. Competitors oriented toward Product or Self-Service may begin meeting this segment’s needs with cheaper, standardized offerings or self-service platforms. An easily customizable Product can undermine Experts who provide customized solutions. This risk, for example, can affect smaller IT companies that develop tailor-made solutions for small and medium-sized businesses.
