Customer Segments as Moving Targets: Integrating Customer Value Dynamism into Segment Instability Logic

Industrial Marketing Management 36 (2007) 810-822

14 Pages Posted: 22 Jul 2012

See all articles by Christopher Phillips Blocker

Christopher Phillips Blocker

Colorado State University

Daniel Flint

affiliation not provided to SSRN

Date Written: May 1, 2006

Abstract

Segmentation is a mature concept in marketing strategy that continues to receive significant attention from managers and scholars alike. The key goal in segmentation is identifying and reaching profitable segments with products and services that meet the common needs of these customers. However, a fundamental issue needing rigorous attention is that customers' needs are dynamic and can induce segment instability. The purpose of this paper is to draw focus to segment instability in business-to-business markets by conceptually exploring its theoretical underpinnings and integrating related theory on customer value change to propose an agenda for future research.

Keywords: Customer value change, Segment instability, Industrial segmentation, Changing needs

JEL Classification: M30, M31

Suggested Citation

Blocker, Christopher Phillips and Flint, Daniel, Customer Segments as Moving Targets: Integrating Customer Value Dynamism into Segment Instability Logic (May 1, 2006). Industrial Marketing Management 36 (2007) 810-822. Available at SSRN: https://ssrn.com/abstract=2101430

Christopher Phillips Blocker (Contact Author)

Colorado State University ( email )

Fort Collins, CO 80523

Daniel Flint

affiliation not provided to SSRN ( email )

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