Making more money involves more than targeting new customer segments and offering new services.
Enz, C. A., Potter, G., & Siguaw, J. A. (1999). Serving more segments and offering more product: what are the costs and where are the profits? [Electronic version]. Cornell Hotel and Restaurant Administration Quarterly, 40(6), 54-62. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/489/