Publications

October 1992
Article

Segmenting Industrial Customers by Buyer Behavior

By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz

Keywords: Consumer Behavior; Customers

September 2018
Article

Asset Price Dynamics in Partially Segmented Markets

By: Robin Greenwood, Samuel G. Hanson and Gordon Y. Liao

We develop a model in which capital moves quickly within an asset class but slowly between asset classes. While most investors specialize in a single asset class, a handful of generalists can gradually reallocate capital across markets. Upon the arrival... View Details

Keywords: System Shocks; Asset Pricing

November 1997
Article

New International Accounting Segment Disclosure Standard Explained

By: David F. Hawkins

2023
Working Paper

Segmented Going-Public Markets and the Demand for SPACs

By: Angela Ma, Miles Zheng and Jessica Bai

We provide a regulatory-arbitrage-based explanation for the origin and proliferation of the Special Purpose Acquisition Company (SPAC). SPAC sponsors act as non-bank intermediaries, and the SPAC market structure appeals to yield-seeking investors and riskier,... View Details

Keywords: Special Purpose Acquisition Companies; Non-bank Intermediaries; Regulatory Arbitrage; Adverse Selection; Initial Public Offering

SSRN

Article

Determining Segmentation in Sales Response Across Consumer Purchase Behaviors

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth

Keywords: Segmentation; Sales; Customers; Behavior

February 1999
Article

User's Guide to New 1998 Operating Segment Disclosures

By: David F. Hawkins

Keywords: Information

February 1996
Article

Global and US EPS and Business Segment Proposals

By: David F. Hawkins

Keywords: Global Range; Business Ventures

January 2014 (Revised March 2014)
Case

Cancer Screening in Japan: Market Research and Segmentation

By: John A. Quelch and Margaret L. Rodriguez

Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness of breast cancer in Japan rose from 55% to 70%, but the incidence of breast cancer screenings remained... View Details

Keywords: Cancer; Public Health Projects; Japan; Japan

Educators

Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han

Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior

Article

Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies

By: Rohit Deshpandé and Rajendra K. Srivastava

July 1997
Article

Two New FASB Standards: Reporting Comprehensive Income and Operating Segment Disclosures

By: David F. Hawkins

August 2017
Article

The National Segmentation of Euro Area Bank Balance Sheets during the Financial Crisis

By: Antonio Colangelo, Domenico Giannone, Michele Lenza, Huw Pill and Lucrezia Reichlin

August 2010 (Revised November 2020)
Module Note

Integrating Around the Job to Be Done

By: Clayton Christensen, Rory McDonald, Laura E Day and Shaye Roseman

Unlike traditional market segmentations that are based on a correlation of product sales or service with the attributes of the purchaser (such as age, gender, income level, and education level), jobs-based segmentation seeks to understand the causal roots of... View Details

Keywords: Integration Planning; Jobs; Market Segmentation; Customer Satisfaction; Marketing; Jobs and Positions; Marketing Strategy; Segmentation; Integration; Planning

01 Oct 2020
Video

Wendy Tsu - Product and Customer Discovery - Listen to Pain Points - 3 Segments

June 2011
Supplement

Reed Supermarkets: A New Wave of Competitors, Faculty Spreadsheet (Brief Case)

By: John A. Quelch and Carole Carlson

Keywords: Market Segmentation; Marketing; Segmentation

June 2011
Supplement

Reed Supermarkets: A New Wave of Competitors, Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Carole Carlson

Keywords: Market Segmentation; Marketing; Segmentation

October 2012
Article

Target the Right Market

By: Jill Avery and Thomas Steenburgh

SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details

Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States

January 2017 (Revised February 2018)
Case

Godiva Japan: Think Local, Scale Global

By: Rohit Deshpandé, Esel Cekin and Akiko Kanno

This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,... View Details

Educators

2025
Working Paper

How Do Households Suppress the Price of Tail Risk?

By: Laurent Calvet, Claire Célérier, Gordon Liao and Boris Vallée

This paper investigates the effects of the issuance of retail products with non-linear payoffs on option prices. For a given underlying asset, when the outstanding volume of products embedding a short-put position increases, implied volatility at the corresponding... View Details

Keywords: Security Design; Dividend; Options; Structured Products; Market Segmentation; Financial Instruments; Design; Volatility; Markets; Segmentation