Publications
Publications
- May 1994
- HBS Case Collection
Segmenting Customers in Mature Industrial Markets: An Application
Abstract
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such buying-behavior-oriented microsegmentation of industrial customers. It uses the framework to segment the national accounts of a large industrial company and show how the results of the segmentation study may be used to redirect the firm's resources and customer segments.
Keywords
Citation
Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.