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| Tekijä: | Foedermayr, E.K. Diamantopoulos, A. |
| Otsikko: | Exploring the construct of segmentation effectiveness: insights from international companies and experts |
| Lehti: | Journal of Strategic Marketing
2008 : MAY, VOL. 16:2, p. 129-156 |
| Asiasana: | segmentation international business effectiveness marketing strategy cost control |
| Kieli: | eng |
| Tiivistelmä: | The article discusses issues concerning the effectiveness of segmentation in international context. The analysis of effective segmentation construction is based on a wide literature review and 33 in-depth interviews with experts working in the international business sector. The paper identifies a set of dimensions that are important in successful segmentation such as targeting and positioning performance, reducing costs and flexibility to face environmental uncertainty. The paper provides generalized useful suggestions for modelling segmentation effectiveness. |
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