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Market Segmentation Strategies: A Moderate Role of Product Complexity

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  • Maria Rosaria Marcone

    (Polytechnic University of Marche, Italy)

Abstract

The research was established in order to analyze how firms within an industrial sector evolve their marketing strategies. The paper also intends to see if there is awareness, especially regarding leader firms, that segmentation strategies require the adoption of both a bottom up and a top down approach, in order to benefit from the opportunities offered by the emergence of temporary micro-segments. This study analyses strategies of fashion marketing that firms of a medium sized take up in order to function successfully within a plurality of national markets. The study adopts a qualitative mode of research that conducts exploratory research through a methodology of longitudinal multi-case studies.

Suggested Citation

  • Maria Rosaria Marcone, 2014. "Market Segmentation Strategies: A Moderate Role of Product Complexity," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 3(4), pages 238-244.
  • Handle: RePEc:ods:journl:v:3:y:2014:i:4:p:238-244
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    Cited by:

    1. Yu Zhang & Xiaosong Zheng, 2016. "A Study of Herd Behavior Based on the Chinese Stock Market," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 5(2), pages 131-135, May.

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