This article exposes common pitfalls in the practice of segmenting industrial markets and shows how previous industrial segmentation research has been of limited managerial value. An operational approach to conducting industrial market segmentation is presented and explained.

Speeding technology to market, and to the right market, is increasingly held out as the hallmark of well run technology‐based organisations. This paper details an inexpensive methodology to evaluate the economic viability of technologies that have potential applicability in a broad range of...