The idea is brought out from Harvard Business Review article (Transforming Strategy - One Customer at a Time: March 2008).Besides many wonderful insight one can get, this particular note is about an interesting way of mapping markets.
Look at this link for the graph , breaking down the market by end users, not by purchasers (A tradational way of looking at its market, by Thomson Financial).
You may have to look deep in to the article for the picture i am referring to.
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