Supplemental Videos

ABB Electric Video

Concept:

Segmentation

Title:

Integrated Models to Enable a New Business to Gain Market Share Against Established Competitors - ABB Electric

Video Length:

~24 minutes
Summary: ABB Electric pioneered the use of the "switchable customer" approach to customer targeting as well as the use of logit choice models to identify product attributes most valued by customer. Their decade long program of sales targeting, product development and segmentation allowed them to increase their prices and grow their share from 4% to 40% and also grow their profitability at a time when industry demand dropped by 50%. 1988, ABB was industry leader, with GE and Westinghouse having closed major production facilities.

Video provided by MIT TechTV. Video may be downloaded for playback in classroom at TechTV website.