Customer Functions

through the penetration of new customer groups, the addition of products serving related customer functions, or the development of products based on new technologies. As shown in Exhibit 5-4, these changes are caused by three fundamentally different phenomena: The adoption and diffusion process underlies the penetration of new customer groups, a process of systemization results in the operation of products to serve combinations of functions, and the technology substitution process underlies change on a technology dimension.

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