Quinn, Lee and Dibb, Sally
(2010).
Evaluating market-segmentation research priorities: targeting re-emancipation.
Journal of Marketing Management, 26(13)
pp. 1239–1255.
(
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Abstract
Set against a transforming social and economic climate, this empirical study reignites debate about the degree to which theory and practice priorities are aligned in the academic market-segmentation research agenda. Results from an online survey of academics researching and publishing in the market-segmentation field suggest little change in the scope or content of these priorities in the past 30 years. This reopens discussion about the slowly changing nature of the segmentation research agenda and raises questions about the ways in which research priorities are shaped by the external environment. The findings further suggest that the conflicting nature of academic and practitioner requirements is a barrier to opportunities for a successful academic/practitioner interface. We conclude that the segmentation research agenda has become too narrow, outlining the need to broaden debate and re-emancipate this important field of research.
| Item Type: |
Journal Article
|
| Copyright Holders: |
2010 Westburn Publishers Ltd |
| ISSN: |
0267-257X |
| Extra Information: |
Special Issue: Academy of Marketing Conference 2010, “Transformational Marketing”
|
| Keywords: |
market segmentation; research priorities; environmental change; managerial relevance
|
| Academic Unit/Department: |
Open University Business School |
| Item ID: |
26832 |
| Depositing User: |
Sally Dibb
|
| Date Deposited: |
12 Jan 2012 10:08 |
| Last Modified: |
14 Mar 2013 11:36 |
| URI: |
http://oro.open.ac.uk/id/eprint/26832 |
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