Dibb, Sally and Simkin, Lyndon
Implementation rules to bridge the theory/practice divide in market segmentation.
Journal of Marketing Management, 25(3),
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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.
||2009 Westburn Publishers Ltd.
||This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution.
||market segmentation; segmentation implementation; segment quality criteria; segmentation effectiveness; target market strategy; management of change
||Open University Business School
||22 Jul 2010 10:23
||23 Oct 2012 18:45
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