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Segmentation in the B2B markets: Closing the gap between theoretical segmentation models and the actual segmentation practice

Larsen, Lene Cathrin; Casén, Frida Xenia
Master thesis
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URI
https://hdl.handle.net/11250/2823227
Date
2021
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  • Master of Science [1539]
Abstract
There exists a gap between the implementation of advanced theoretical

segmentation models and the actual practice of segmentation in the B2B markets.

Practitioners have called forth the need for easy applicable guidelines for

segmentation. Hence, the overall purpose of this thesis is to develop

straightforward guidelines for segmentation in B2B markets. Moreover, the thesis

contributes to a declining research area. The research objective is:

Develop guidelines for market segmentation in the B2B markets.

To achieve the research objective, six research questions are developed to

use as a foundation to provide insight into the actual segmentation practice.

Practitioners' segmentation practices have been investigated through 19 in-depth

interviews with B2B companies in Norway which apply segmentation to different

extents. The data is organized and interpreted through descriptive analysis,

thematic analysis, and case study.

A major finding of the thesis is that marketing managers report significant

effects from segmentation on the company's performance. Simultaneously, it is

evident that they lack management of the segmentation practice. Two prominent

trends among the companies in the sample are the difficulties associated with data

collection in the B2B markets and resource constraints. Further, the majority of

the managers expressed the need for applicable guidelines and requested to get

insight into the thesis results.

The guidelines are developed based on the insight gathered from the data

collection and prior literature on B2B segmentation. It follows an eight-stage

chronological process to achieve a structured and well-defined segmentation

process.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
Publisher
Handelshøyskolen BI

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