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Segmentation Techniques For Innovation Support Services

Author

Listed:
  • ESTEBAN PELAYO VILLAREJO

    (European Association of Development Agencies (EURADA), Rue Montoyer, 24 Brussels, Belgium)

  • ANTONI PASTOR JUSTE

    (European Association of Development Agencies (EURADA), Rue Montoyer, 24 Brussels, Belgium)

  • JAKUB KRUSZELNICKI

    (Cracow University of Technology, Warszawska 24, 31-155 Kraków, Poland)

Abstract

Segmentation of clients is a strategy widely used by companies and marketing units to sell their process. However, this concept is not so well established and widespread in public agencies supporting SME innovation. What are the benefits of designing advanced segmentation strategies for development agencies? Economic development practitioners agree that it’s necessary to provide customised innovation services to companies to get a greater impact. This paper presents how nine development agencies from seven European countries carry out their segmentation strategies to provide tailored initiatives of SMEs’ innovation support. The analysis also identifies common challenges RDA face, and how introducing Big Data Analysis can help them enhance innovation support in their regions.

Suggested Citation

  • Esteban Pelayo Villarejo & Antoni Pastor Juste & Jakub Kruszelnicki, 2019. "Segmentation Techniques For Innovation Support Services," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 24, pages 207-237, December.
    • Handle: RePEc:aic:revebs:y:2019:j:24:villarejoe
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    More about this item

    Keywords

    SMEs; Innovation programmes; Marketing; Regional Development; Good practice;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O38 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Government Policy

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