University ’ s repository of research publications and other research outputs Implementation rules to bridge the theory / practice divide in market segmentation
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Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for researchers. The need for studies which examine the segmentation implementation barriers faced by organisations is particularly acute. We explore segmentation implementation through the eyes of a European utilities business, by following its progress through a major segmentation project. The study reveals the character and impact of implementation barriers occurring at different stages in the segmentation process. By classifying the barriers, we develop implementation 'rules' for practitioners which are designed to minimise their occurrence and impact. We further contribute to the literature by developing a deeper understanding of the mechanisms through which these implementation rules can be applied.
منابع مشابه
The Open University ’ s repository of research publications and other research outputs Implementation rules to bridge the theory / practice divide in market segmentation
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for ...
متن کامل’ s repository of research publications and other research outputs Implementation rules to bridge the theory / practice
Copyright and Moral Rights for the articles on this site are retained by the individual authors and/or other copyright owners. For more information on Open Research Online's data policy on reuse of materials please consult the policies page. Abstract Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for ...
متن کاملThe Open University ’ s repository of research publications and other research outputs Judging the quality of customer segments : segmentation effectiveness
Market segmentation is well established in marketing theory and applied by organizations from all industry sectors. Despite wide-spread use, developing and implementing segmentation schemes is rarely problem free. Testing the quality and robustness of segments is one of the difficulties which marketers face. The literature describes segment quality criteria which are intended to help with this ...
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تاریخ انتشار 2016