Marketers in service industries face challenges similar to those in packaged and durable goods. However, the approach to these challenges is often quite different. This case study examines how a health insurance company used common market segmentation techniques to better understand member needs...

SKF Group is one of the largest bearing manufacturers in the world, well known for its innovations and high quality bearings. One of its innovations is the CARB bearing, which functions particularly well under severe working conditions where traditional bearings break down easily. Compared to...

Takes an historical perspective, considering the events leading to the sale of Habitat by the Storehouse group to the Swedish furniture retailer IKEA in October 1992. Focuses on the strategic issues involved in the acquisition of an international retailer by a retail organisation that is truly...

Purpose – To provide insight on the characteristics of the Chinese multi‐vitamin marketplace and to discuss key issues involved in marketing work, including market testing, product positioning, market segmentation and targeting, differentiation, and branding strategy....

Conjoint analysis has emerged as a contemporary research technique to reveal consumers’ preference towards choosing a particular restaurant. Through some focus group discussions, a list of restaurant attributes was identified as important for restaurant‐goers in deciding where to dine. While...

Purpose – The purpose of this paper is to identify, using a case study, whether consumers in a metropolitan area can be meaningfully segmented geographically such that it can understand the way they perceive and interact with the downtown district and to delineate the implications of the...

Purpose – The purpose of this article is to illustrate the management policies behind the success of Swiss product‐manufacturing companies in international competition. Design/methodology/approach – The study included a few multinational corporations as well as a large number of “hidden...

The study of how organizations segment their markets has traditionally taken a prescriptive and analytical approach. More recently, a number of academics and practitioners have voiced concerns over the evident gap between how such concepts are viewed in theory and how they are applied in...

Reports on office planning's new type (known as ‘open planning’( with a case study of the principal innovator in this procedure's development, Dexion Ltd, in the UK, which was heavily involved in the wall (office) partitioning range. Evaluates and discusses all of the company's various spin...

Proposes that the concept of this study regarding market segmentation is at least as applicable to international marketing as to domestic marketing. States the three‐fold purpose is: highlight the nature and importance of international segmentation; to suggest an operational approach; and to...