Step 1: Deciding (not) to Segment

Sara Dolnicar, Bettina Grün and Friedrich Leisch
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Sara Dolnicar: The University of Queensland
Bettina Grün: Johannes Kepler Universität Linz
Friedrich Leisch: Universität für Bodenkultur Wien

Chapter Chapter 3 in Market Segmentation Analysis, 2018, pp 25-29 from Springer

Abstract: Abstract Market segmentation is a long-term strategic commitment. It is critical, therefore, for any organisation that intends to adopt a segmentation strategy, to be aware of the consequences, and to make an informed decision. This chapter discusses key barriers to the successful adoption of market segmentation. The chapter also offers a checklist of questions an organisation may want to ask at this stage of the process.

Date: 2018
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DOI: 10.1007/978-981-10-8818-6_3

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