Reports on a study into the company turnaround process in the Australian heavy engineering industry. Provides insights into the company regeneration phenomenon with particular emphasis on the marketing approaches taken by turnaround companies. The methodology employed in the study is qualitative...

Purpose – This paper aims to explore how segmentation is often undertaken in practice, highlighting problems commonly encountered. It is based on the deregulated and highly competitive UK market for energy, namely gas and electricity supply. The case is appropriate for modules in marketing...