Gaining Bonus Customers by Stretching the Market
Betsy D. Gelb University of Houston
When an 86-year-old woman bought a pair of Nikes recently, her very first athletic shoes, anyone might have guessed that she had taken up walking, or some other mild form of exercise self-prescribed or suggested by her doctor. Alternatively, it might have appeared that Nike had begun to target nonathletes either by designing shoes particularly for that group or by advertising specifically to them the merits of their current product line. In fact, neither was the case: this particular woman bought the shoes because she was...