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
Date Written: May 1, 2006
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: Suggested Citation