“…Aside the client, that is, from an objective perspective, two are the main constructs that the markets can be segmented, namely the product (Greve, 2008;Leask and Parker, 2007;Pinho and Silva, 2001) and the geography (Fuentelsaz;Gomes, 2006;Mas-Ruiz and Ruiz-Moreno, 2011;Mas-Ruiz et al 2014). Starting from the product, to be considered as participants of a given industry, firms have to offer products that in a general form serve to the same basic purpose (e.g.…”