The Open UniversitySkip to content

Implementation rules to bridge the theory/practice divide in market segmentation

Dibb, Sally and Simkin, Lyndon (2009). Implementation rules to bridge the theory/practice divide in market segmentation. Journal of Marketing Management, 25(3) pp. 375–396.

Full text available as:
PDF (Accepted Manuscript) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (174kB)
DOI (Digital Object Identifier) Link:
Google Scholar: Look up in Google Scholar


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.

Item Type: Journal Item
Copyright Holders: 2009 Westburn Publishers Ltd.
ISSN: 0267-257X
Extra Information: 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.
Keywords: market segmentation; segmentation implementation; segment quality criteria; segmentation effectiveness; target market strategy; management of change
Academic Unit/School: Faculty of Business and Law (FBL)
Item ID: 22397
Depositing User: Sally Dibb
Date Deposited: 22 Jul 2010 10:23
Last Modified: 08 Dec 2018 09:47
Share this page:


Altmetrics from Altmetric

Citations from Dimensions

Download history for this item

These details should be considered as only a guide to the number of downloads performed manually. Algorithmic methods have been applied in an attempt to remove automated downloads from the displayed statistics but no guarantee can be made as to the accuracy of the figures.

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU