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Performing market segmentation: a performative perspective

Venter, Peet; Wright, Alex and Dibb, Sally (2015). Performing market segmentation: a performative perspective. Journal of Marketing Management, 31(1-2) pp. 62–83.

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Conceptualising market segmentation as performative enhances our knowledge of how marketing frameworks shape marketing practice. Our study addresses the criticism that how marketing is accomplished in practice has yet to be fully articulated. We therefore address the question: ‘How does a market segmentation process emerge in an organisation and what causes it to materialise in this way?’ By constructing market segmentation as performative, we are able to draw insight into the relationships that marketing theories, models, ideas and techniques have with marketing practice. Our longitudinal study allows us to discern four sets of actions organisations can experience as their actors attempt to adopt and adapt a marketing process to the complexities of practice; these are establishing legitimacy, theory embodiment, contextualisation and maintaining the process.

Item Type: Journal Item
Copyright Holders: 2014 Westburn Publishers Ltd
ISSN: 1472-1376
Extra Information: Special Issue: Exploring the Performativity of Marketing: Theories, Practices and Devices
Keywords: market segmentation; performativity; marketing as practice
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 41383
Depositing User: Sally Dibb
Date Deposited: 24 Nov 2014 09:12
Last Modified: 07 Dec 2018 10:26
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