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Market Fragmentation Versus Market Segmentation

Michel Robert (President of Decision Processes International, a consulting firm based in Westport CT)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 May 1992



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.


Robert, M. (1992), "Market Fragmentation Versus Market Segmentation", Journal of Business Strategy, Vol. 13 No. 5, pp. 48-53.




Copyright © 1992, MCB UP Limited

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