Unfolding Implementation in Industrial Market Segmentation

John Bøjgaard, Chris Ellegaard

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Market segmentation is an important method of strategic marketing and constitutes a cornerstone of the marketing literature. It has undergone extensive scientific inquiry during the past 50 years. Reporting on an extensive review of the market segmentation literature, the challenging task of implementing industrial market segmentation is discussed and unfolded in this article. Extant literature has identified segmentation implementation as a core challenge for marketers, but also one, which has received limited empirical attention. Future research opportunities are formulated in this article to pave the way towards closing this gap. The extent of implementation coverage is assessed and various notions of implementation are identified. Implementation as the task of converting segmentation plans into action (referred to as execution) is identified as a particularly beneficial focus area for marketing management. Three key elements and challenges connected to execution of market segmentation are identified — organization, motivation, and adaptation.
Original languageEnglish
JournalIndustrial Marketing Management
Volume39
Issue number8
Pages (from-to)1291-1299
ISSN0019-8501
DOIs
Publication statusPublished - 2011

Keywords

  • Industrial Segmentation
  • Market Segmentation
  • Segmentation
  • Implementation
  • Execution
  • Marketing

Cite this

Bøjgaard, John ; Ellegaard, Chris. / Unfolding Implementation in Industrial Market Segmentation. In: Industrial Marketing Management. 2011 ; Vol. 39, No. 8. pp. 1291-1299.
@article{4947d12a62c14503acf365d0d4a8c008,
title = "Unfolding Implementation in Industrial Market Segmentation",
abstract = "Market segmentation is an important method of strategic marketing and constitutes a cornerstone of the marketing literature. It has undergone extensive scientific inquiry during the past 50 years. Reporting on an extensive review of the market segmentation literature, the challenging task of implementing industrial market segmentation is discussed and unfolded in this article. Extant literature has identified segmentation implementation as a core challenge for marketers, but also one, which has received limited empirical attention. Future research opportunities are formulated in this article to pave the way towards closing this gap. The extent of implementation coverage is assessed and various notions of implementation are identified. Implementation as the task of converting segmentation plans into action (referred to as execution) is identified as a particularly beneficial focus area for marketing management. Three key elements and challenges connected to execution of market segmentation are identified — organization, motivation, and adaptation.",
keywords = "Industrial Segmentation, Market Segmentation, Segmentation, Implementation, Execution, Marketing",
author = "John B{\o}jgaard and Chris Ellegaard",
year = "2011",
doi = "10.1016/j.indmarman.2010.06.004",
language = "English",
volume = "39",
pages = "1291--1299",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier",
number = "8",

}

Unfolding Implementation in Industrial Market Segmentation. / Bøjgaard, John; Ellegaard, Chris.

In: Industrial Marketing Management, Vol. 39, No. 8, 2011, p. 1291-1299.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Unfolding Implementation in Industrial Market Segmentation

AU - Bøjgaard, John

AU - Ellegaard, Chris

PY - 2011

Y1 - 2011

N2 - Market segmentation is an important method of strategic marketing and constitutes a cornerstone of the marketing literature. It has undergone extensive scientific inquiry during the past 50 years. Reporting on an extensive review of the market segmentation literature, the challenging task of implementing industrial market segmentation is discussed and unfolded in this article. Extant literature has identified segmentation implementation as a core challenge for marketers, but also one, which has received limited empirical attention. Future research opportunities are formulated in this article to pave the way towards closing this gap. The extent of implementation coverage is assessed and various notions of implementation are identified. Implementation as the task of converting segmentation plans into action (referred to as execution) is identified as a particularly beneficial focus area for marketing management. Three key elements and challenges connected to execution of market segmentation are identified — organization, motivation, and adaptation.

AB - Market segmentation is an important method of strategic marketing and constitutes a cornerstone of the marketing literature. It has undergone extensive scientific inquiry during the past 50 years. Reporting on an extensive review of the market segmentation literature, the challenging task of implementing industrial market segmentation is discussed and unfolded in this article. Extant literature has identified segmentation implementation as a core challenge for marketers, but also one, which has received limited empirical attention. Future research opportunities are formulated in this article to pave the way towards closing this gap. The extent of implementation coverage is assessed and various notions of implementation are identified. Implementation as the task of converting segmentation plans into action (referred to as execution) is identified as a particularly beneficial focus area for marketing management. Three key elements and challenges connected to execution of market segmentation are identified — organization, motivation, and adaptation.

KW - Industrial Segmentation

KW - Market Segmentation

KW - Segmentation

KW - Implementation

KW - Execution

KW - Marketing

U2 - 10.1016/j.indmarman.2010.06.004

DO - 10.1016/j.indmarman.2010.06.004

M3 - Journal article

VL - 39

SP - 1291

EP - 1299

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

IS - 8

ER -