Implementation rules to bridge the theory/practice divide in market segmentation

Research output: Contribution to journalArticlepeer-review

53 Citations (Scopus)


Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for researchers. The need for studies which examine the segmentation implementation barriers faced by organisations is particularly acute. We explore segmentation implementation through the eyes of a European utilities business, by following its progress through a major segmentation project. The study reveals the character and impact of implementation barriers occurring at different stages in the segmentation process. By classifying the barriers, we develop implementation "rules" for practitioners which are designed to minimise their occurrence and impact. We further contribute to the literature by developing a deeper understanding of the mechanisms through which these implementation rules can be applied.

Original languageEnglish
Pages (from-to)375-396
Number of pages22
JournalJournal of Marketing Management
Issue number3-4
Publication statusPublished - 2009
Externally publishedYes


  • Management of change
  • Market segmentation
  • Segment quality criteria
  • Segmentation effectiveness
  • Segmentation implementation
  • Target market strategy

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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