Abstract
Segmentation can be defined as the identification of target groups of customers that share activities, attributes, behaviours, conditions or needs. This report examines the nature of segmentation with particular reference to business development services and the Business Link network. The study was commissioned by the Small Business Service’s Research and Evaluation Team, as a project within its research and dissemination project series.
In order to build a baseline view of current segmentation practice, the study addressed several key questions:
• What segmentation strategies are being used for the provision of services to SMEs by Business Links and related organisations?
• What alternative approaches can be identified from the academic and practitioner literatures that may be of relevance?
• How can segmentation frameworks and strategies be developed and applied?
• What are the implications for the Small Business Service and Business Links?
In order to build a baseline view of current segmentation practice, the study addressed several key questions:
• What segmentation strategies are being used for the provision of services to SMEs by Business Links and related organisations?
• What alternative approaches can be identified from the academic and practitioner literatures that may be of relevance?
• How can segmentation frameworks and strategies be developed and applied?
• What are the implications for the Small Business Service and Business Links?
| Original language | English |
|---|---|
| Place of Publication | United Kingdom |
| Publisher | Small Business Service, Research and Statistics Division |
| Number of pages | 12 |
| Publication status | Published - Sept 2001 |
