University of Twente Student Theses


An extended ecosystem perspective on industrial market segmentation for technology-driven organizations

Schutman, Wieke (2019) An extended ecosystem perspective on industrial market segmentation for technology-driven organizations.

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Abstract:In order to make thoughtful choices about which B2B customer groups an organization should serve, industrial market segmentation is an important means. However, classical industrial segmentation may not fit properly anymore, as technology-driven organizations are now more and more interacting with actors in ecosystems or organizational fields. Hence, it may not only be relevant to segment the market based on the classical, individual characteristics, it may also be relevant to determine ecosystem criteria. Therefore, the aim of this study is to create a new model in which market segmentation and ecosystem criteria, that are important in determining the value proposition and attractiveness of market segments, are assessed in technology-driven industrial organizations. In order to explore the usefulness of a proposed theoretical model derived from theory, a Design Research is performed at a typical technology-driven industrial organization. In specific, eight in depth-interviews are conducted, eight sector reports are analyzed and two focus groups discussions are conducted at this organization and at its potential customers in eight different sectors. As a result of this, it turns out that there are five relevant concepts in the new industrial market segmentation model. Specifically, these concepts refer to preselecting segments, segmenting the market on the basis of six criteria groups of which the ecosystem criteria group is a relevant one, identifying attractive segments using a scoring method, generating a value proposition with the help of the resonating focus and identifying attractive countries. Further, the study has theoretical and practical contributions. The theoretical contribution of this study is the development of new theoretical insights what constitutes B2B marketing segmentation based on ecosystem variables and new technology. The practical contribution of this study is the development of knowledge about what marketers can do when they want to serve market segments based on new technology of which its economic and technical value is largely unknown to the world.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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