Seeking difference in similarity: The role of market segmentation

Abstract

Purpose

This article aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

The briefing is prepared by an independent writer who adds their own impartial comments and places the article in context.

Findings

Success for many companies depends on an ability to differentiate offerings from those of the competition. In certain sectors, the task is straightforward enough and plenty ways exist to achieve this goal. Organizations operating within other industries tell a different tale because differentiation in their experience can seem all but impossible.

Practical implications

The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2012), "Seeking difference in similarity: The role of market segmentation", Strategic Direction, Vol. 28 No. 2, pp. 12-14. https://doi.org/10.1108/02580541211198382