Generalized linear interactive model for market segmentation: The air freight market

This study aims to provide a case study that improves the effectiveness of the macro segmentation approach. Generalized linear interactive model is applied to link macro indicators with customer consumption under the assumption of competition. The empirical portion of this study segments the air freight market of Taiwanese high-tech industry. Five segmentation variables are identified and examined using 511 air shipment contracts collected from 151 high-tech manufacturers. The study results conclude that market classification between forwarder and express is less clearly defined due to carriers' service enlargements and customers' changing needs. Shipment destination and size may still serve as effective market classifications to divide air freight market into twelve segments, whereas time in transit, shipment frequency, and product status, have lost their validation in segmenting the market. The segmentation examinations may help air carrier industry understand customer defection and attrition and provide strategic insights for targeting segments and positioning service strategies.     

Unfolding implementation in industrial market segmentation

Market segmentation is an important method of strategic marketing and constitutes a cornerstone of the marketing literature. It has undergone extensive scientific inquiry during the past 50 years. Reporting on an extensive review of the market segmentation literature, the challenging task of implementing industrial market segmentation is discussed and unfolded in this article. Extant literature has identified segmentation implementation as a core challenge for marketers, but also one, which has received limited empirical attention. Future research opportunities are formulated in this article to pave the way towards closing this gap. The extent of implementation coverage is assessed and various notions of implementation are identified. Implementation as the task of converting segmentation plans into action (referred to as execution) is identified as a particularly beneficial focus area for marketing management. Three key elements and challenges connected to execution of market segmentation are identified — organization, motivation, and adaptation.     

Segmenting a market in the making: Industrial market segmentation as construction

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.     

Local network externalities and market segmentation

This paper models interaction between groups of agents by means of a graph where each node represents a group of agents and an arc represents bilateral interaction. It departs from the standard Katz–Shapiro framework by assuming that network benefits are restricted only amongst groups of linked agents. It shows that even if rival firms engage in Bertrand competition, this form of network externalities permits strong market segmentation in which firms divide up the market and earn positive profits. The analysis also shows that some graphs or network structures do not permit such segmentation, while for others, there are easy to interpret conditions under which market segmentation obtains in equilibrium.     

Vendor segmentation: An additional level of market segmentation

This article describes a new conceptual approach, called “vendor segmentation,” which will be useful to industrial marketers in making their vendor evaluation and selection procedures more customer oriented, and hence more profitable, than conventional procedures. A practical approach for doing vendor segmentation analysis is outlined as a stepwise procedure, and the potential benefits and limitations of using this approach are discussed.     

The advantage of being first and competition between firms

It is frequently suggested that the first brand in a product market enjoys a price advantage over its imitators due to imperfect information about product quality. This article considers the effect of this advantage on prices and market shares in a dominant firm price leadership model. An established firm with a price advantage faces free entry by firms producing unbranded products (generics). In equilibrium, the first brand enjoys a market share advantage over entrants in entry and post entry periods. If the initial price disadvantage is large, entry will not occur.     

Simultaneous and sequential price competition in heterogeneous duopoly markets: experimental evidence

We investigate simultaneous and sequential price competition in duoply markets with differentiated products and random matching of symmetric firms. We find that second movers gain from the sequential structure in comparison to simultaneous-move markets whereas first movers do not. As predicted by the theory, there is a significant first-mover disadvantage in the sequential game. Finally, we report the results of control treatments varying the matching scheme and the mode of eliciting choices (strategy method vs. standard sequential play).     

Strategic segmentation of a market

When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it. This has the effect of endogenously determining market segments in a model of ‘sales'. In equilibrium, pure local monopoly emerges; firms target and sell to mutually exclusive market segments. When the cost of marketing approaches zero, market shares reflect relative production efficiency (equal shares when firms are symmetric); this may not be the case when marketing cost is high.     

Implementing market segmentation using full-refund and no-refund customer returns policies in a dual-channel supply chain structure

Products returned by customers are common in the retail industry and result in costs to both the supplier and the retailer. In practice, retailers implement returns policies that may give customers a full, partial, or no refund for returned products. In this paper, we examine how a firm that faces customer returns can enhance profit by using different customer returns policies, full-refund and no-returns, as a device to segment its market into a dual-channel structure. We also show the impact of customer returns on the firm's pricing and ordering decisions, as well as on the firm's profit in such a dual-channel structure.     

A critical review of industrial market segmentation

This article reviews approximately 30 articles over the past 20 years that have addressed the topic of industrial market segmentation. The pursuit of a normative model to guide practitioners in segmenting industrial markets has made some progress with three identifiable models. There are a host of problems with the work done in the area both conceptual and methodological.     

The impact of product market competition on corporate environmental responsibility

Although the mainstream of current thinking in the business literature recognizes that firms should invest in environmental responsibility, the theory on how product market competition affects firms’ environmental responsibility remains undeveloped. Using cost-benefit analysis, we hypothesize that the relationship between product market competition (i.e., differential industry-level competition and heterogeneous firm-level market power) and corporate environmental responsibility (CER) will be curvilinear. We find support for this hypothesis through an empirical test on a panel of 792 listed manufacturing companies from 2006 to 2008 in China. The results show that (1) either too much or too little industrial competition and (2) either too much or too little firm-level market power lead to lower environmental responsibility. Our results reveal that CER is strategically chosen and related to competitive situations.     

Symbiotic competition: future trends of the open know-how market

The question of whether or not to buy in scientific know-how is an important one for many organizations. Japan has done so in many areas and to good effect. Japan is also willing and able to sell as well as buy. It is argued that there are considerable advantages to be gained from an increased level of trade in scientific and technological knowledge and it is suggested that the development of an open know-how market is of value to many parties.     

Evaluating the bases of supplier segmentation: A review and taxonomy

A taxonomy of segmentation bases is presented which builds a multi-disciplinary approach to the categorization of suppliers. Supplier segmentation, from a purchasing perspective, still appears to be in the early stages of providing a coherent strategic intent behind supplier assessment. Whilst fragmentary in nature, current portfolio models are grouped into two principal taxonomic constructs of power and dependence and relational factors. In particular, the prevalent use of transaction cost economics (TCE) in portfolio modelling provides a foundation for purchasers to appraise risks from supplier opportunism. We augment existing approaches with reference to inter-organisational theory and the resource-based view to show different modes of inter-firm value creation that act as constituents of a strategic intent for segmentation. Our resulting taxonomy draws together a holistic view of supplier segmentation covering supply market conditions, product/service characteristics, supplier characteristics, buyer characteristics, and buyer-supplier relational factors.     

A consumer segmentation study with regards to genetically modified food in urban China

The objective of this study is to identify the underlying subgroups of Chinese consumers in terms of their perceptions and attitudes toward GM foods. In particular, we address the following specific questions: may researchers segment Chinese urban consumers in terms of their attitudes and perceptions toward GM foods? Are there any relationships between segmented consumer groups and other factors – such as their exposure to GM knowledge and socio-demographics? And, what policy implications can be drawn from this research to the future biotech development in China? Based on a large-scale survey data collected by the authors in 2002 and 2003 in 11 cities of China, this research applies consumer research methodologies. The combination of factor and cluster analysis enables us to identify successfully and consistently four Chinese consumer clusters based on their perceptions and attitudes toward GM foods, which include a food safety cluster, a nutritional technologist cluster, a GM skeptic cluster, and a cluster of GM for non-food promoter.     

Firm innovativeness and business performance: The joint moderating effects of market turbulence and competition

To clarify the nature of the effect of firm innovativeness on business performance, this study draws on contingency theory and an interactional perspective to develop a conceptual framework to investigate how the interaction between market turbulence and competitive intensity moderates the relationship between firm innovativeness and business performance. This study used survey data from a sample of 154 high-tech manufacturing firms in Taiwan and employed hierarchical moderated regression analysis to test the hypotheses developed. The results reveal that the effect of firm innovativeness on business performance varies across the different configurations of market turbulence and competitive intensity. Specifically, the performance effect of firm innovativeness is most positive under high market turbulence and high competitive intensity; the performance effect is least positive under low market turbulence and low competitive intensity. However, the performance benefits of firm innovativeness fail to materialize under low market turbulence and high competitive intensity. Overall, these findings highlight that market turbulence and competition jointly influence the direction and strength of the performance effect of firm innovativeness. This study advances firm innovativeness research by identifying the configurational market conditions that augment or limit the value of firm innovativeness.     

Timing of technology adoption and product market competition

This paper examines how product market competition affects firms' timing of adopting a new technology, as well as whether the market provides sufficient adoption incentives. It demonstrates that adoption dates differ, not only among symmetric firms, but also among markets with different market features. More specifically, technology adoption can occur earlier in a market with Cournot competition than in a market with Bertrand competition. It can also occur earlier in a market in which goods are not too close substitutes. Therefore, this paper shows that competition toughness does not always reinforce adoption incentives. When goods are sufficiently differentiated, adoption occurs later than is socially optimal.     

Functional separation in Swedish broadband market: Next step of improving competition

Technological development together with liberalization policy has led to competition in the telecommunications market. Broadband has been recognized as a driving force in the social and economic development of nations, and many countries have introduced policies and/or regulatory frameworks to improve competition in broadband markets. An evolution can be seen from the 1980s until the present day through open access to local loop unbundling to several degrees of separation including functional separation. There are several countries implementing functional separation such as the UK, Italy, Sweden and, recently the EU. It has been suggested that functional separation can be an effective policy for increasing competition in broadband markets under certain circumstances. Sweden has implemented functional separation by amending the Swedish Telecommunications Act in 2008 to include mandatory functional separation as one of the powers of the PTS, the Swedish telecommunications regulator. Although TeliaSonera, the incumbent fixed line operator decided to voluntarily separate part of their business, the amendments to the law were debated with arguments similar to the debates in the EU following the new regulatory framework implemented in 2009. Against this background, this paper provides an overview of the development of functional separation in the EU and European countries such as Sweden and the UK. The paper also provides a theoretical and empirical analysis of the implementation of functional separation. The evolution of functional separation in Sweden is explained and ends with a discussion of the implementation of functional separation in the Swedish broadband market.     

The potential benefits of herbicide-resistant transgenic rice in Uruguay: Lessons for small developing countries

In many developing countries, the potential benefits from adopting a transgenic variety developed by a multinational corporation are limited by the crop’s small production base. This paper presents an ex-ante evaluation of the economic impact of herbicide resistant transgenic rice in a small developing country, Uruguay. To fully account for the multinational’s market power, the firm’s seed markup is assumed to affect the adoption rate for the variety. Stochastic simulation techniques are employed to understand how potential benefits may vary with changes in technology, yield, costs, and adoption parameters. The results indicate a $1.82 million mean net present value for producers from the development and utilization of transgenic rice in Uruguay and $0.55 million for the multinational. These relatively small multinational firm benefits suggest that a firm will not undertake significant efforts to develop transgenic varieties adapted to local conditions without either strategic partnerships with local institutions or access to wider regional markets.     

Industrial market segmentation by the structure of the purchasing process

This article presents a methodology for segmenting industrial markets on the basis of functional involvement in phases of the purchasing decision process. A decision matrix is developed as a structured measurement instrument to collect information about the composition of decision making units within target firms. The implications of this segmentation approach for industrial marketing strategy formulation are discussed.