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  • May 1994
  • Background Note

Segmenting Customers in Mature Industrial Markets: An Application

By: V. Kasturi Rangan
In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
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  • October 1992
  • Article

Segmenting Industrial Customers by Buyer Behavior

By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
Keywords: Consumer Behavior; Customers
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  • Research Summary

Competitive Strategy

By: Michael E. Porter

Porter is engaged in a major new body of work on the theoretical foundations of competitive positioning and the underpinnings of sustainable competitive advantage. This research highlights the distinction between positioning and operational effectiveness; the... View Details

  • July 18, 2025
  • Article

Using Gen AI for Early-Stage Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe
Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by survey customers... View Details
Keywords: Large Language Models; Large Language Model; Generative Ai; Artificial Intelligence; Market Research; Research; Marketing; AI and Machine Learning; Analytics and Data Science; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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