Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
Data-Driven Market Segmentation - A Structure-Based Conceptual Framework For Management Decision Support, Sara Dolnicar, Friedrich Leisch
Data-Driven Market Segmentation - A Structure-Based Conceptual Framework For Management Decision Support, Sara Dolnicar, Friedrich Leisch
Faculty of Commerce - Papers (Archive)
Market segmentation increasingly uses homogeneous groups of consumers determined on the basis of empirical market data as target segments (a posteriori-, data-driven-, post hoc segmentation) rather than splitting individuals according to single, typically socio-demographic or geographic, criteria (a priori-, commen sense segmentation). A vast amount of contributions has been made to improve methodology of identifying or constructing data-based market segments. However, real world data sets often do not contain clearly separated density clusters. Therefore all techniques used in data-based market segmentation can render multiple solutions of similar quality. So far no attempt has been made to construct a framework enabling …
The Influence Of Interactions Between Market Segmentation Strategy And Competition On Organizational Performance – A Simulation Study, Sara Dolnicar, R. Freitag
The Influence Of Interactions Between Market Segmentation Strategy And Competition On Organizational Performance – A Simulation Study, Sara Dolnicar, R. Freitag
Faculty of Commerce - Papers (Archive)
A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches nor is sufficient and undistorted real market data available to deduct findings in an empirical manner.The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market conditions on organizational success. Success/failure is measured using two performance criteria: number of units sold and survival of firms over 36 periods of time. Three central findings emerge: …
Winter Tourist Segments In Austria - Identifying Stable Vacation Styles Using Bagged Clustering Techniques, Sara Dolnicar, Friedrich Leisch
Winter Tourist Segments In Austria - Identifying Stable Vacation Styles Using Bagged Clustering Techniques, Sara Dolnicar, Friedrich Leisch
Faculty of Commerce - Papers (Archive)
Market segmentation is a very popular and broadly accepted way of increasing profitability. The number of reports published on a posteriori market segmentation studies has rapidly increased since Russel Haley’s milestone publication on benefit segmentation in 1968. Nevertheless, it is common practice in market segmentation to use a single segmentation base only, thus choosing the main dimensions of interest a priori, and to run a single calculation of a single algorithm, which dramatically increases the chance of building an entire marketing plan on a random solution of the algorithm chosen. The application presented constructs winter vacation styles on the basis …