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

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

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

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.

Original languageEnglish
Article number115144
JournalJournal of Business Research
Volume189
Number of pages15
ISSN0148-2963
DOIs
Publication statusPublished - Feb 2025

Bibliographical note

Publisher Copyright:
© 2024 Elsevier Inc.

Keywords

  • B2B markets
  • Marketing practices
  • Marketing strategy
  • Segmentation
  • Targeting

Fingerprint

Dive into the research topics of 'B2B market segmentation: An analysis of current practices and their implications'. Together they form a unique fingerprint.

Cite this