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B2B market segmentation – An analysis of current practices and their implications

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  • Mora Cortez, Roberto
  • Clarke, Ann Højbjerg
  • Freytag, Per Vagn

Abstract

Many B2B firms employ market segmentation to effectively manage their marketing strategies and programs and enhance desired outcomes. Nevertheless, the literature is silent about how B2B firms actually segment markets in practice. In Study 1, we conduct in-depth interviews to gain understanding of suppliers’ theories-in-use on how the segmentation endeavor unfolded and to develop the survey instrument. In Study 2, we test the proposed model employing unique data from 259 managers across the United States (US), Denmark, Chile, and Peru, while controlling for endogeneity, disturbances across equations in the model, and outliers. The results reveal that segmentation purposes (sales, marketing, and monitoring) influence segmentation variables (learning-, commercial-, and industry-oriented). More importantly, these segmentation variables impact firm-level outcomes (performance and process), and such a relationship is moderated by targeting procedures (financial-, development-, and knowledge-based). Overall, this article contributes to bridging the theory–practice gap in B2B market segmentation.

Suggested Citation

  • Mora Cortez, Roberto & Clarke, Ann Højbjerg & Freytag, Per Vagn, 2025. "B2B market segmentation – An analysis of current practices and their implications," Journal of Business Research, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:jbrese:v:189:y:2025:i:c:s0148296324006489
    DOI: 10.1016/j.jbusres.2024.115144
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