Market Fragmentation Versus Market Segmentation

Abstract

Although corporate executives would claim that they are constantly bombarded by changes that affect their businesses, in reality there are very few macro‐changes that have significant impact on corporations. However, if the CEO fails to recognize these macro‐trends, it could mean corporate death. On the other hand, the CEO that does detect a macro‐change early in its evolution and constructs a strategy to capitalize on it can reap substantial rewards.

Citation

Robert, M. (1992), "Market Fragmentation Versus Market Segmentation", Journal of Business Strategy, Vol. 13 No. 5, pp. 48-53. https://doi.org/10.1108/eb039517