Right Growth

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Right Growth

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Research Abstract

This UPDATE introduces the concept of Right Growth, or growth that represents conscious decisions about which deals, and even which customers, to pursue and win. It is the difference between embracing all customers and all prospective deals and turning down some types of new business and even “firing” some customers. It’s the concept of selective growth versus indiscriminate growth. Right Growth requires a new look at one of the most traditional marketing tools, market segmentation. Rather than segmenting customers by the traditional schemes of size, industry, application, and so forth, this UPDATE suggests that customers and prospective deals be segmented by profit potential and a set of Right Growth factors.