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- W2087914963 abstract "Purpose – Sound target marketing leads to winning business strategies. While market segmentation is an intriguing academic concept, most B2B practitioners struggle with the design and implementation of such initiatives. This paper aims to illustrate an effective strategic segmentation process in a high‐technology market context.Design/methodology/approach – Bonoma and Shapiro's nested model – consisting of geodemographics, operating variables, purchasing approaches, situational factors and characteristics of the buyer – is used as a conceptual framework for market segmentation analysis. The model is applied to Citrix Systems as a way of finding new business opportunities in the desktop application streaming market.Findings – In this study, 17 potential segmenting variables within the five major levels are examined with an initial emphasis on firmographics and technology. Census data identified market priorities based on establishment size, key sectors and geographic sales territories.Practical implication..." @default.
- W2087914963 created "2016-06-24" @default.
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- W2087914963 date "2011-10-25" @default.
- W2087914963 modified "2023-09-26" @default.
- W2087914963 title "Segmenting technology markets: applying the nested approach" @default.
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- W2087914963 doi "https://doi.org/10.1108/02634501111178695" @default.
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