SHERP

Market Segmentation in the 21st Century Discrete Solutions to Continuous Problems

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Authors
Allenby, Greg; Bendapudi, Neeli; Burnkrant, Bob; Fine, Leslie; Ginter, Jim; Leone, Bob; Stiving, Mark; Unnava, Rao
Issue Date
1998
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Volume 4(2):129~157(1998)
Keywords
market segmentation; psychological constructs; actual behavior
Abstract
Market segments exist because of information and cost constraints If
manufacturers had accurate individual-level demand information and
the abllity to produce and deliver unique products at low cost, then
individual customization of products would be a viable market strategy
But as uncertainty about consumer demand increases and/or the cost
of customization increases, firms find it more profitable to reduce the
variety of the products they offer This paper reports on a critical
examination of trends in the analysis of customer data and in
reductions in the cost of customization brought about by inovations
such as the Internet and flexlble manufacturing systems. We conclude
that recent trends are not sufficient to support individual customization
in most product categories. However, despite the inability of these
trends to support individual customization, we predict several changes
In the dimensions surrounding successful segmentation strategies that
will be used by firms in the future.
ISSN
1226-9816
Language
English
URI
http://hdl.handle.net/10371/1844
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of BusinessSeoul Journal of Business Volume 04, Number 2 (1998)
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