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- W640010669 abstract "AbstractA concept that has undergone rigorous investigation over the last 60 years has been market segmentation; the act of subdividing a market into manageable and highly opportunistic subsets. Academics have continuously attempted to develop a generalized normative model. Though some have been able to produce, they have not been without criticism. The market segmentation concept can be broken down into industrial and consumer segmentation; consumer segmentation having received the majority of the attention. The authors of this thesis believe that a truly generalizable segmentation model will either have too great a level of abstractness or too great a level of complexity. Hence, they suggest the design of industry specific segmentation models for which a databank can be created. This is believed to minimize the theory-practice disparity which is all to reoccurring. Thus, the following thesis performs a critical literature review of market segmentation literature and attempts to devise a normative segmentation model for the management consulting industry. To ensure that the model is as encompassing as possible, it bases itself on a conceptual framework by Goller et al. (2002), which was designed to address all dynamics relevant to industrial segmentation. The validity of the model is subsequently tested through a case study involving Roland Berger Strategy Consultants and the market for Homecare services in Sweden." @default.
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- W640010669 date "2012-01-01" @default.
- W640010669 modified "2023-09-27" @default.
- W640010669 title "Developing a Segmentation Model for the Management Consulting Industry : Case Study on Homecare Services in Sweden with Roland Berger Strategy Consultants" @default.
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