IDEAS home Printed from
   My bibliography  Save this article

Market segmentation in German business practice: relevance, procedures and challenges


  • Tobias Kesting
  • Carsten Rennhak


The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part and parcel of marketing science for many years. Primarily the technical literature focuses on the different ways of creating segments. Up till now, the way in which companies operate a market segmentation process in reality, has only been surveyed sporadically. For this reason, a qualitative field study was conducted from November 2006 to January 2007, comprising companies from the consumer as well as the industrial goods industries, from B2C services, from B2B markets and the retail industry. This paper highlights the general procedures, as well as the challenges arising in the context of developing and implementing market segmentation concepts. On the one hand, it becomes apparent that segmentation activities may differ considerably, depending on issues like sector, industry and company size. On the other hand, the field study also identifies some remarkable trans-sectoral similarities concerning segmentation issues.

Suggested Citation

  • Tobias Kesting & Carsten Rennhak, 2011. "Market segmentation in German business practice: relevance, procedures and challenges," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 7(4), pages 361-379.
  • Handle: RePEc:ids:wremsd:v:7:y:2011:i:4:p:361-379

    Download full text from publisher

    File URL:
    Download Restriction: Access to full text is restricted to subscribers.

    As the access to this document is restricted, you may want to search for a different version of it.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:7:y:2011:i:4:p:361-379. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Darren Simpson). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.