Operationalizing segment choice criteria

Market segmentation has become one of the fundamental building blocks of strategic marketing during the last decades. Although the methodology of deriving market segments from survey data became more and more sophisticated, no operationalized list of selection criteria for alternative segment options has been introduced so far to the authors' knowledge. The purpose of this paper is (l) to illustrate the lack of operationalized segment choice (or attractiveness evaluation) criteria and (2) to make a first step towards filling this gap.