کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10496176 | 942269 | 2010 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Segmenting a market in the making: Industrial market segmentation as construction
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
This paper takes an empirical starting point in a claim that Biacore, a pioneering Swedish producer of affinity biosensors, was “in the enviable position of creating its own market” (Abelin, 1997). An in-depth case study traces how Biacore undertook segmentation activities while shaping the market for its new product technology, affinity biosensors. This involved stabilising the modes of exchange with customers, the product and the identity of the company. The efforts of Biacore highlight a constructive dimension of market segmentation that hitherto has received little attention. Rather than a process of describing, deciding and taking action, Biacore engaged in the gradual construction of market segments through an interactive and iterative process involving close collaboration with early users. Simultaneously, the market for the new technology gained shaped. Thus, the paper reports a 'markets from networks' story illustrating how the practice of segmenting a market may have consequences for that market.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 39, Issue 5, July 2010, Pages 784-792
Journal: Industrial Marketing Management - Volume 39, Issue 5, July 2010, Pages 784-792
نویسندگان
Debbie Harrison, Hans Kjellberg,