Market segmentation in B2B service companies

Authors

DOI:

https://doi.org/10.53591/easi.v3i1.0070

Keywords:

B2B, Industrial market, market segmentation

Abstract

Industrial market segmentation is a key strategy and challenge for the marketing area. More than 40 years of study and no guidelines have been produced to define strong B2B market segments; There have been few studies that have empirically tested the impact of segmentation. The present study joins previous efforts through a narrative review of the literature, analyzing 25 related articles in B2B marketing. A three-stage investigation is developed consisting of: (1) State of the art of B2B segmentation, (2) The segmentation process in service companies and (3) conclusions about the segmentation process. The cited authors carried out their academic research during the period 1983-2021 and propose expanding the vision of market segmentation of service companies as a continuous process. Services marketers can adopt four activities to segment service markets: (1) presegmentation, (2) segmentation, (3) implementation, and (4) evaluation. Finally, several gaps were identified and a small suggestion for a practice-oriented research agenda is offered.

Author Biographies

Cristobal Reyes-Aliaga, Departamento de Ingenier´ıa Industrial, Universidad de Santiago de Chile. Santiago, Chile

Industrial Engineer (Universidad de Santiago de Chile, 2022)

Eva Orellana, Facultad de Ingenier´ıa y Negocios, Universidad de Las Americas. Viña del Mar, Chile

Ph.D. Organizational Development (Atlantic International University, 2011). M.Sc. Total Quality Management (University of Málaga, 2009 ). Business Engineer (Hanze University of Applied Sciences, 1999). She is a human resources and quality Management specialist.

Tirza Gonzalez-Peña, Universidad de las Americas. Viña del Mar, Valparaíso, Chile

Doctora en Ciencias de la Educación, Magister en Gerencia mención Recursos Humanos, Licenciada en Relaciones Industriales, Diplomado en Uso de las Tics en Educación, Diplomado en Componente Docente, Diplomado en liderazgo, trabajo en equipo y motivación.

Alejandro Álvarez, Departamento de Contabilidad y Gestión Financiera, Universidad Tecnológica Metropolitana. Santiago, Chile

Industrial Engineer (Universidad de Viña del Mar, 2005). Master in Business Administration (Pontificia Universidad Católica de Valparaíso, 2007). Master in SAP Functional Consulting (Universitat Ramon Llull, 2021). Formal student of the Ph.D. program in Project Management (Universidad Benito Juárez García)

Raúl Carrasco, Departamento de Contabilidad y Gestión Financiera, Universidad Tecnológica Metropolitana. Santiago, Chile

PhD in Engineering Sciences, Automation (Universidad de Santiago de Chile, 2019). M.Sc. in Industrial Engineering (Universidad de Santiago de Chile, 2002), B.A. in Business Administration (Universidad de Santiago de Chile, 2000).

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Published

2024-07-31

How to Cite

Reyes-Aliaga, C., Orellana, E., Gonzalez-Peña, T. ., Álvarez, A., & Carrasco, R. (2024). Market segmentation in B2B service companies. EASI: Engineering and Applied Sciences in Industry, 3(1), 20–27. https://doi.org/10.53591/easi.v3i1.0070

Issue

Vol. 3 No. 1 (2024): Maintenance and sustainability enhancing industrial efficiency (January-June Issue)

Section

Research articles

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Copyright (c) 2024 Cristobal Reyes-Aliaga, Eva Orellana, Tirza Gonzalez-Peña, Alejandro Álvarez, Raúl Carrasco

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