Posted in Marketing and Strategy Terms, Total Reads: 972
Definition: Core Group Kleiner
Kleiner’s core group theory suggests that every organisation has a core group, whose needs and priorities are served by the organisation. This argument generally goes against the public statements of companies which highlight the importance of customers and shareholders in decision making.
The core group composition can be different in different organisations. Most commonly, It includes the senior people in corporate ladder. The core group can also include key customers, labour union members etc.
The study of core groups is very important for a B2B marketer. This is so, because the core group will form the decision making unit of the organisation and hence, its concerns have to be addressed by a marketer.