Market segmentation in German business practice: relevance, procedures and challenges

Kesting, Tobias; Rennhak, Carsten

doi:10.1504/wremsd.2011.042891

Cited by 4 publications

(2 citation statements)

References 11 publications

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“…suppliers should target segments promising the greatest sustainable customer values (Armstrong et al, 2009;Kotler and Armstrong, 2014). Finally, suppliers should elaborate strategies (positioning) for successful market cultivation within the chosen segments (Kesting and Rennhak, 2011;Kotler and Armstrong, 2014). Segmentation thus helps to analyse the structure to better understand specific markets, and it can be carried out in numerous forms (Kotler and Armstrong, 2014).…”

Section: Market Segmentation In Ubcmentioning

confidence: 99%

A benefit segmentation approach for innovation-oriented university-business collaboration

Kesting¹,

Gerstlberger²,

Baaken³

2018

IJTM

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Increasing competition in the light of globalisation imposes challenges on both academia and businesses. Universities have to compete for additional financial means, while companies, particular in high technology business environments, are facing a stronger pressure to innovate. Universities seek to deal with this situation by academic engagement, hereby providing external research support for businesses. Relying on the market segmentation approach, promoting beneficial exchange relations between academia and businesses enables the integration of both perspectives and may contribute to solving current challenges. Transferring the segmentation approach and the customer benefit perspective to university-business collaboration (UBC), this paper develops a multi-step segmentation framework aimed at identifying research customer segments in technical textile industries in Western Europe. This novel view helps to promote UBC and benefits both actors and society.

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Section: Market Segmentation In Ubcmentioning

confidence: 99%

A benefit segmentation approach for innovation-oriented university-business collaboration

Kesting¹,

Gerstlberger²,

Baaken³

2018

IJTM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Menzly and Ozbas (2010) present evidence supporting the hypothesis that due to investor specialization and market segmentation, value-relevant information diffuses gradually in financial markets. Kesting and Rennhak (2011) highlight the general procedures as well as the challenges arising from the context of developing and implementing market segmentation concepts and find that segmentation activities may differ considerably depending on factors such as sector, industry, and company size. Their field study also identifies some remarkable trans-sectoral similarities concerning segmentation issues.…”

Section: Introductionmentioning

confidence: 99%

Industry Segmentation Under Environmental Pressure: An Optimal Approach

Dai

Liu

Liang

2014

Technological and Economic Development of Economy

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Based on the Solow growth model, this paper builds a combinatorial model for economic growth under environmental pressure. Using the model, the optimal number of industries in an economy can be computed, and the “optimal number” can be regarded as a criterion for decision making concerning industry segmentation. This paper presents a critical value of the number of industries in an economy, which determines the economic output to grow (or not) after industry segmentation. The findings include the following: (1) technological progress and innovative growth cause an industry segmentation, and (2) industry segmentation is the primary approach to sustaining economic growth under environmental pressure.

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Organisational Marketing – Making Use of Linkages and Transfer Potential between Marketing Disciplines

Kesting

Kliewe

Korff

et al. 2014

Moderne Konzepte Des Organisationalen Marketing

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Market segmentation in German business practice: relevance, procedures and challenges

Cited by 4 publications

References 11 publications

A benefit segmentation approach for innovation-oriented university-business collaboration

A benefit segmentation approach for innovation-oriented university-business collaboration

Industry Segmentation Under Environmental Pressure: An Optimal Approach

Organisational Marketing – Making Use of Linkages and Transfer Potential between Marketing Disciplines

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