HCBE Faculty Articles
Title
Rethinking Business Segmentation: A Conceptual Model and Strategic Insights
Document Type
Article
Publication Date
2018
Publication Title
Journal of Strategic Marketing
ISSN or ISBN
0965-254X
Volume
26
Abstract/Excerpt
Segmenting business markets is challenging but potentially highly rewarding. An in-depth understanding of how to segment markets is necessary to guide the best decisions leading to profitable targeting. Business markets are changing rapidly due to new technology and a more complex business environment. Current segmentation frameworks are not sufficient to guide business-to-business (B2B), business-to-business-to-business (B2B2B), and business-to-business-to-consumer (B2B2C) market analyses. Thus, new strategic segmentation insights are required. This paper introduces and tests a new six-cell business market typology building on two key segmentation dimensions – product use by intermediaries in their marketing (B2B, B2B2B, and B2B2C) and product standardization (standardized or customized products). Examples are developed showing how this model is used by organizational marketers, research findings are presented, and a research agenda is proposed to fill the gap in the literature – i.e. understand the new model and apply appropriate business segmentation criteria.
DOI
10.1080/0965254X.2017.1384750
NSUWorks Citation
Weinstein, Art T. and Brotspies, Herbert V., "Rethinking Business Segmentation: A Conceptual Model and Strategic Insights" (2018). HCBE Faculty Articles. 694.
https://nsuworks.nova.edu/hcbe_facarticles/694
