Henry Hoenig has three decades of journalism experience as a news and economics editor in the U.S. and Asia, handling coverage of global commodity markets and Asian equity markets. He previously ...

Every customer your business interacts with has unique needs, tastes, budgets, and more. So, it doesn’t make sense to treat all your customers alike. A marketing campaign that tries to speak to your ...

strategy, and/or a delayed response toward attacking niche markets? If so, you’re not alone. These issues emerge in segmentation audits of many major companies. “Great organizations act with a sense ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...

You are probably familiar with the idea of scenario analysis used in strategic planning: You focus on different possible future outcomes to design a strategy that is flexible enough to accommodate ...