Erkko Autio, Professor

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Studying Ambiguous Markets

• Erkko Autio, Professor

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Differentially Structured Markets Require
Different Analysis Techniques and Sales Strategies
Structured Market
Emergent Market
Changing Market
Product-market niches exist User-supplier
relationships defined and unchanging Product
competition Traditional market research Product
comparisons Demonstrate greater product
efficiency (established metrics) Sales budget
exists (customers know what and how to buy)
Product-market niches changing User-supplier
relationships exist but changing Business model
competition Value chain analysis Value chain
comparisons Demonstrate business model efficiency
(metrics to be defined) Sales budget exists for
old model but need to be redirected Cultivate
lead customer relationships
Product-market niches to be created User-supplier
roles and relationships to be defined Business
system competition Lead user, dynamic feedback
analysis Business system construction Build a
business system and feed dynamic externality
(positive feedback mechanisms) Sales budgets do
not exist (customers need to negotiate
internally) Cultivate lead customer and supplier
relationships
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Supplier A
Supplier B
Supplier C
Supplier D
Michael Porters market
The Substitutes
The Market
Competitor C
Competitor A
YOUR COMPANY
Competitor D
Competitor B
Buyers (Distributors)
1
5
3
4
2
7
6
The Intruder
CUSTOMERS END USERS
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Case JamCam
Mobile JamCam