RIS ID
32893
Abstract
A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches nor is sufficient and undistorted real market data available to deduct findings in an empirical manner.The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market conditions on organizational success. Success/failure is measured using two performance criteria: number of units sold and survival of firms over 36 periods of time. Three central findings emerge: (1) the more competitive a market environment, the more successful the concentrated market segmentation strategy, (2) increased levels of marketing budgets do not favour firms following a concentrated segmentation strategy and (3) frequent rethinking and strategy modification impairs organizations that concentrate on target segments.
Publication Details
This paper was originally published as: Dolnicar, S & Freitag, R, The influence of interactions between market segmentation strategy and competition on organizational performance – a simulation study, Working Paper #96, SFB 'Adaptive Information Systems and Modelling in Economics and Management Science', 2003, Vienna