Market Segmentation Strategies: A Moderate Role of Product Complexity

The research was established in order to analyze how firms within an industrial sector evolve their marketing strategies. The paper also intends to see if there is awareness, especially regarding leader firms, that segmentation strategies require the adoption of both a bottom up and a top down approach, in order to benefit from the opportunities offered by the emergence of temporary micro-segments. This study analyses strategies of fashion marketing that firms of a medium sized take up in order to function successfully within a plurality of national markets. The study adopts a qualitative mode of research that conducts exploratory research through a methodology of longitudinal multi-case studies.