Evaluating market-segmentation research priorities: Targeting re-emancipation

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Set against a transforming social and economic climate, this empirical study reignites debate about the degree to which theory and practice priorities are aligned in the academic market-segmentation research agenda. Results from an online survey of academics researching and publishing in the marketsegmentation field suggest little change in the scope or content of these priorities in the past 30 years. This reopens discussion about the slowly changing nature of the segmentation research agenda and raises questions about the ways in which research priorities are shaped by the external environment. The findings further suggest that the conflicting nature of academic and practitioner requirements is a barrier to opportunities for a successful academic/practitioner interface. We conclude that the segmentation research agenda has become too narrow, outlining the need to broaden debate and re-emancipate this important field of research.

Original languageEnglish
Pages (from-to)1239-1255
Number of pages17
JournalJournal of Marketing Management
Volume26
Issue number13-14
DOIs
Publication statusPublished - 6 Dec 2010

Keywords

  • market segmentation, research priorities, environmental change, managerial relevance

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

Fingerprint Dive into the research topics of 'Evaluating market-segmentation research priorities: Targeting re-emancipation'. Together they form a unique fingerprint.

  • Cite this