HCBE Faculty Articles

Title

Segmentation and Market Strategy: Qualitative Insights from B2B Technology Executives

Document Type

Article

Date

2016

Publication Title

Journal of Marketing and Strategic Management

Volume

10

Issue

1

First Page

37

Last Page

51

Description

This article examines how marketing executives employ segmentation strategy in business technology markets. This qualitative study evaluated market selection, strategic challenges and opportunities, and business performance. Fourteen marketing managers with major revenue generation responsibilities from five leading Silicon Valley companies (Info Blox, National Semiconductor, Sun Power, Symantec, and TrendMicro) participated in this research project via in-depth, small group interviews. Particular attention is paid toward choosing target markets by examining established theoretical frameworks and strategic typologies developed by the leading B2B segmentation scholars. The work concludes with a research agenda relevant to business target marketing.

DOI

10.21607/jmsm.2016.0002

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Peer Reviewed

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