Um ponto de vista interessante

"Only if managers define market segments that correspond to the circunstances in which customers find themselves when making purchasing decisions can they accurately theorize which products will connect with their customers. When managers segment markets in ways that are misaligned with those circumstances, market segmentation can actually cause them to fail - essentially because it leads managers to aim their new products at phantom targets."
...
"We believe that this approach, based on the notion that customers "hire" products to do specific "jobs," can help managers segment their markets to mirror the way their customers experience life."

Algo semelhante ao apresentado no exemplo da Electrolux.

"Companies that target their products at the circumstances in which customers find themselves, rather than at the customers themselves, are those, that can lauch predictably successful products. Put another way, the critical unit of analysis is the circumstance and not the customer."

Uma abordagem que me faz pensar e reflectir "When customers become aware of a job that they need to get done in their lives, they look around for a product or service that they can "hire" to get the job done. This is how customers experience life."

Como conjugar isto com o conceito de prateleira?
As circunstâncias quando se toma consciência da necessidade?
As circunstâncias quando se chega à prateleira, para escolher?
Talvez as circunstâncias no processo: necessidade descoberta --> opção junto à prateleira --> uso --> consequências do uso... algo ao estilo de Woodruff em "Customer Value: The Next Source for Competitive Advantage" (figura 2).

Trechos retirados de The Innovator's Solution" de Clayton Christensen e Michael Raynor