Customer-oriented companies gain competitive advantages through clear positioning and a unique value proposition. However, demographic changes, the evolution of income structures, and technological advancements necessitate a continuous review of positioning. Additionally, trends such as cocooning, individualization, and convenience significantly influence consumption styles and act like centrifugal forces in various markets: the traditionally broad market center seems to be eroding in favor of specialized niche positions. This raises the question of whether this is merely a snapshot or a sustainable phenomenon, and how market players can optimally adapt to this development. This book makes an important contribution by addressing these questions.