Evaluating market-segmentation research priorities: Targeting re-emancipation

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    12 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

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