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The purpose of this paper is to explore the possibility of identifying market segments in multistage markets and assessing whether their alignment could provide a useful managerial approach to find competitive advantage and better understand market opportunities.

Using data from a pilot project, need-based market segments from different market stages were identified and their potential alignment evaluated. The data were not designed to test hypotheses, nor were they originally intended to be used to align segments. Nevertheless, they provided a unique opportunity to explore multistage segmentation and segment alignment in a business-to-business (B2B) setting.

Overall, the findings of this exploratory study should encourage both academics and practitioners to continue to explore the possibility of studying and aligning multistage market segments. The possibility of aligning segments was demonstrated using visual alignment based on managerial judgment of data and alignment based on a combined cluster analysis of customers across the multistage markets.

First, the market research was not specifically designed to formulate and test hypotheses about the feasibility of aligning segments in multistage markets – it is an exploratory study. The research was based on a pilot project, and the survey-derived databases were conveniently available for analysis. While sample sizes were small, they are typical of many B2B markets. Second, to more effectively study complex relationships in multistage markets, it would have been desirable to include a more comprehensive set of needs. Each market stage has not only a set of their own perceived needs but also a set of perceptions of the needs of other stages. Third, as in many B2B studies, the data used in this pilot project were based on single informants.

A common complaint among firms is that B2B market segmentation does not really work that well for them. An unexplored reason for this may be that true market segmentation does not stop with one’s direct customer, but should also include the customer’s customer and so on, in a multistage market segmentation structure. One implication of the research presented here suggests that better understanding the segmentation structure in a multistage market can enlighten the opportunities and risks of implementing such a strategy. Multistage market segmentation alignment may lead to innovative positioning and message levers for the sales force to use as an argument to gain advantage according to common and unique aligned segment needs.

The process may be applied to social institutions in addition to commercial organizations.

While it is obvious that market segmentation can be applied to any single market of customers, the question of applying it to complex multistage markets needs additional exploration. The original idea in this paper is that the potential for strategically aligning multistage markets and segments can have both conceptual and managerial implications for establishing competitive advantage and more efficient and effective resource allocation. The paper shows that that such alignment is possible; however, research and research methods in this area are nascent and will require continued step-by-step learning about these complex market structures to build up to a more definitive understanding of the processes involved to guide future research and managerial thinking.

This study aims to investigate the impact of corporate diversification and growth opportunities on the performance of real estate investment trusts (REIT) in Malaysia and Singapore before and during the pandemic.

The sample consists of 33 public-listed REITs across Singapore and Malaysia. A dynamic panel system generalized method of moments (DPS-GMM) estimation is used to account for unobservable factors and a relatively short sample period (2009–2022).

Results indicate that the impact of diversification is contingent on the market where the REIT is based and other institutional factors. The estimates also show that diversified REITs are better able to weather period of economic uncertainty.

We provided a definitive answer as to why corporate diversification leads to conflicting outcomes – market and institutional factors, strategic intent and the overall economic environment. We also show that the impact of typical firm controls (i.e. free cash, size) can differ. Future firm-level work should thus study similar phenomenon more contextually and carefully consider these varying effects.

The literature is divided on the impact of diversification on firm performance. By using a two-country sample, we show conclusive evidence that this contradictory outcome is due to market and institutional factors. We also show evidence that strategic intent is an important factor that influences the outcomes of diversification, regardless of market. We also infer that excess cash aids the resilience of the firm, contrary to the negative perception of excess cash during normal times. Firm size, in contrast, does not contribute to firm performance during a crisis.

This case study of the State of Qatar examines government educational policy and economic development in Qatar’s strategy to diversify its oil and gas-based economy into knowledge production. Qatar presents a particularly interesting case since its substantial investments in the past decade in education, Information and Communications Technologies (ICT), research and development (R&D), and coastal development and tourism are all highly intertwined both in practice and from a national policy perspective. Armed with billions of dollars of sovereign wealth funds (SWF) from its gas and oil industries, the government of Qatar has embarked on both domestic and overseas investment campaigns including education, sports, internet and telecommunications, healthcare, overseas land purchases (food security), cultural institutions and museums, increased desalinated water capacity, and coastal development and tourism projects. Education and research, most notably Qatar Foundation’s Education City, Qatar National Research Fund (QNRF), and the Qatar Science and Technology Park (QSTP), stand at the heart of Qatar’s investment in human development and long-term economic and social sustainability. Despite large outlays in knowledge economy initiatives, the country, however, is facing significant challenges in rapid population growth, reliance on expatriate labor for its skilled labor needs, an underdeveloped education system, and an undiversified economy which revolves around hydrocarbon rents.

The extant international service marketing literature focuses heavily on the impact of globalization on the outward process of the internationalization of service firms. The purpose of this paper is to propose scholars examine international service marketing from a different perspective, that of the globalization of domestic markets and the existence of global segments throughout the world.

The paper uses resource‐advantage theory and a congruence approach to suggest that the alignment of resources with consumer needs in the globalized domestic market leads to competitive advantage for the firm.

It can be argued that this alignment will lead to the replication of the competitive advantage across global segments in expansion to new markets.

The paper provides two significant contributions to the literature: a new perspective for considering the globalization of services that incorporates the challenges of operating in globalized markets; and develops seven propositions that can serve as a foundation for a stream of research on the globalization of services.

Knowing the behavior of tourists visiting cultural destinations enables better management of tourist flows, a better understanding of areas with greater tourist density and an opportunity to decongest popular neighborhoods. The purpose of this study is to segment tourists according to their spatio-temporal behavior and identify the primary variables that characterize the resulting segments, which will help urban destinations prevent problems arising from the saturation of tourists in certain areas.

To do this, this paper analyzes the behavior of tourists visiting the southeastern Spanish city of Granada, one of the most highly visited cultural tourism destinations. The data analysis used the methodology of sequence alignment which is used to identify segments as a function of their contained elements and the order in which these appear.

The results demonstrate the existence of three segments with different behavioral patterns: the “explorer tourists” segment, the “non-traditional cultural tourists” segments and the “typical cultural tourists” segment. These segments show differences in the concentration of their visits. This study discovered that the segments that visit a greater number of destination areas are those with less cultural orientation, higher travel budgets and younger and more frequent visitors.

In the segmentation not only keep in mind the visited areas, but the order in which they were visited as well. In addition, one should consider the time that each tourist remains in each relevant zone of the destination, given that the visiting time is an important variable to assess the congestion of an area.

This paper presents an analytical framework for modeling and measuring strategic alignment. The resource-product-market (RPM) model is introduced as a means of representing the alignment of the firm's internal resources with its product lines and external markets. A strategic alignment index is defined to measure the degree of alignment represented by a model.

The RPM model is derived as an extension of prior research on diversification indexes. The strategic alignment index is mathematically defined and the properties of the model are characterized using graph theory. The approach is illustrated for two example firms.

The RPM model is flexible and can be used with different types and measures of resources, products and markets. The model represents strategy in a structural manner addressing a vertical type of alignment. The index ranges continuously from 0 to 1.0, providing a useful scale for measurement and comparison.

Practitioners may use RPM modeling to assess the current alignment of their respective firms and to identify strategic alternatives which increase alignment through a taxonomy of 13 strategic moves. The results of applying the model to ten firms are summarized.

The paper contributes to the literature by providing a new method for modeling firm strategy which integrates resource and industry views, thereby enabling a measurement of their alignment. The paper is also novel in the application of graph theory to management.

Alignment is a key aspect of strategic change. Alignment between customers and employees is a critical component. Two functional areas ‐ marketing and human resources ‐ are well positioned to play important roles in the alignment process, and they share similar methods. But in most organizations they are often not linked. The authors argue for leadership to overcome the functional barriers, avoid duplicate effort and gain fuller utilization of potential. They present a model for the alignment process and a set of tools to analyze alignment gaps and facilitate the cross‐functional linkage. The efficacy of the tools is illustrated by case examples. At the same time, the authors caution that continuously building alignment is more akin to a trek than a sprint.

Successful segmentation and implementation are crucial for firms. This paper aims to focus on what areas small- and medium-sized enterprises (SMEs) consider when implementing new target segments in the organization. If firms do not understand the potential complexity and plan for implementation, they risk overlooking important areas that cause organizational resistance and failure in the market.

This paper builds on a literature study and five SME case studies based on 44 interviews and 10 intervention workshops.

The authors identify key areas of change that SMEs consider when planning to implement segments in the organization, including marketing strategy and plans, organizational aspects and implementation processes. Organization changes and sales plays are key considerations among SME managers. The authors further identify four categories characterized by different degrees of marketing and organizational changes that SMEs face when implementing new target segments, reflecting SMEs former choices.

This research is based on interviews and workshops that bring managers into a situation where they can evaluate needed changes to implement segments. The managers can express the complexity and the effect of the implementation.

This paper presents considerations and insights derived from SMEs and discusses how firms can be better equipped to implement new segments.

This paper offers new insights and directions for segmentation literature, focusing on implementation and proposing how to advance the segmentation literature.

The purpose of this paper is to define a typology of strategic segmentation accounting for antecedents (potentially conscious or subconscious) that influence marketing managers’ practice of strategic segmentation, thereby formulating a new theoretical basis to bridge the current theory–practice literature gap in strategic segmentation.

Based on the resource-advantage theory, this paper defines a typology of strategic segmentation that depicts how a firm’s access to imperfectly mobile resources relates to the marketing manager’s assumed heterogeneity of the market and to the manager’s approach to the market.

The authors postulate a typology of firms’ strategic segmentation and approach to the market that is heavily influenced, and potentially limited, by the firm’s available resources to effectively segment and address the market.

The typology suggests that resource availability affects a manager’s view and approach to the market. Therefore, testing of this typology should be performed to provide an empirical basis for a taxonomical foundation of strategic segmentation. Empirical testing should examine whether: resource availability is directly related to managers’ views of market heterogeneity, resources are negatively correlated with market approach, market-based intelligence (customer needs) are linked to the market approach, and there is relationship between a firm’s position within the typology and its long-term performance.

This paper provides an understanding that a manager’s knowledge of resource availability may be strategically counter-productive when creating a strategic segmentation. This limitation may lead to short-run choices for segmentation and market approach. Managers should, therefore, consider their strategic goals both with and without limiting their view based on current resources.

This paper provides the first typology of strategic segmentation by considering theoretical foundations of business that could bridge the often-noted theory–practice gap of segmentation.

Whilst there are a plethora of theoretical ideas regarding a segmented approach to supply chain strategy, there is paucity of empirical data. This paper aims to present the results of a field‐based case study in a fast moving consumer goods company (FMCGCo) that sought to identify the most relevant basis for supply chain segmentation.

Research carried out on a single instrumental case, FMCGCo. A four‐stage research design was employed to develop and test an approach to developing a segmented supply chain strategy for FMCGCo supply chain Western Europe.

The study identified demand profiling at an item level (using volume and variability classifiers) as the primary driver of supply chain strategy. It also developed a novel profiling tool. This not only segmented demand but identified through the introduction of the concept of filters a method for turning the results of the demand profiling analysis into a segmented supply chain strategy.

The results presented are based on a single instrumental case. It is the approach that is transferable to other supply chain contexts not the specific solution per se.

The paper presents a practical and pragmatic approach for companies to develop a segmented supply chain strategy based on demand profiling.

The introduction of a new tool as a practical and relatively quick means of developing a segmented supply chain strategy, that considers both market and product characteristics.