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Segmentation in business-to-business context – a case study of companies in the energy sector

Zwienenberg, I.B. (2018) Segmentation in business-to-business context – a case study of companies in the energy sector.

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Abstract:A thorough analysis of energy suppliers operating in the business-to-business market. Current literature has been studied and connected with results from real companies. Interviews with questions regarding segmentation have been conducted and the quality of their segmentation is measured by their level of market orientation. Results have shown that segmentation is not really advanced in most companies. Even though there was a company segmenting using variables from different complexity and in a certain sequence, most companies only use some simple variables, whereas one company did not even segment. It is proven that best performance will be achieved using your variables in a sequence, preferably simple and complex variables.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/75329
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