|Title:||Niches and Clusters: the aesthetics of market organisation|
|Author:||Boxer, P.J. & Wensley, J.R.C.|
The concept of “niche” is used in much competitive marketing and strategic analysis to imply both a passive model of customer behaviour and also a particular form of relationship betweer the firm and its environment which is not sensltive to variations in individual customers’ contexts: a niche approach. This paper suggests that more emphasis should be given to the active customer and an attendant cluster approach which can support a competltive ability to couple the business’ activities to a wide range of individual customer contexts. In understanding and applying such an approach, the choices made organise the market. The paper concludes by considering the aesthetics of such choices.