| Abstract: | This article considers evidence from a study of 16 firms manufacturing test and measurement equipment in the UK which suggests that the product innovation strategies of buyers of advanced electronic components are worthy of consideration as a segmentation variable. Using the variable for this purpose relies on accurately interpreting the business strategies of original equipment manufacturers with respect to the end-user markets where the components will find their real application. An interpretative schema is advanced and its application for macro and micro market segmentation purposes is discussed. |
