Susanne Goller, Annik Hogg and Stavros P. Kalafatis
Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains…
Abstract
Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains. Examination of research within the latter domain indicates that, although considerable amounts of research have been carried out, these efforts appear to focus on sub‐areas of segmentation such as the development of segmentation bases and models, at the expense of a more strategic view. This not only has resulted in a diffused understanding of the subject‐matter but also is posited to have slowed the progress of theory development and research in business segmentation. Presents a comprehensive conceptualisation of business segmentation in the form of an integrating framework of business segmentation, aimed at raising new research agendas which could lead to a better understanding of existing gaps between theory and implementation and better recommendations to practitioners and assisting further development of theory in business segmentation.
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Hans Ruediger Kaufmann and Susanne Durst
The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for…
Abstract
Purpose
The contribution of the present research and aim of the present paper is a provision and discussion of eclectic interdisciplinary concepts constituting a body of knowledge for developing and managing inter‐regional brands, hence contributing to closing the scientific gap as to an inter‐regional brand development conceptualisation.
Design/methodology/approach
The research method used was a case study, targeted to develop an understanding of a neglected academic field. Based on a documentary analysis, semi‐structured in‐depth interviews were conducted and interpreted. The InterReg IIIB‐supported RegioMarket project and a case study on Liechtenstein provide the background for the project.
Findings
Based on an extensive literature review, the present paper states that interdisciplinary theoretical development of the concept of branding has not kept pace with the increasing practical application of the branding concepts in a variety of sectors leading to application gaps and dissatisfying results. Representing the ultimate level of complexity, the development and management of inter‐regional brands crossing nations and cultures currently lacks any empirically researched systematic theory. Following the exploratory stage, an initial conceptualisation is presented to bridge the scientific gap as to the development of inter‐regional brands.
Research limitations/implications
The major limitation of the research is that it focuses on only one participating region. Hence, the initial conceptualisation needs to be validated in other participating regions. A further limitation refers to a lack of research on the specific influence of SMEs on the success of the development of inter‐regional brands.
Originality/value
The discussion interlinks the interdisciplinary concepts of branding, perception, region, leadership, culture and identity and provides an initial conceptualisation so far not identified in the field of inter‐regional branding.