Purpose

Successful segmentation and implementation are crucial for firms. This paper aims to focus on what areas small- and medium-sized enterprises (SMEs) consider when implementing new target segments in the organization. If firms do not understand the potential complexity and plan for implementation, they risk overlooking important areas that cause organizational resistance and failure in the market.

Design/methodology/approach

This paper builds on a literature study and five SME case studies based on 44 interviews and 10 intervention workshops.

Findings

The authors identify key areas of change that SMEs consider when planning to implement segments in the organization, including marketing strategy and plans, organizational aspects and implementation processes. Organization changes and sales plays are key considerations among SME managers. The authors further identify four categories characterized by different degrees of marketing and organizational changes that SMEs face when implementing new target segments, reflecting SMEs former choices.

Research limitations/implications

This research is based on interviews and workshops that bring managers into a situation where they can evaluate needed changes to implement segments. The managers can express the complexity and the effect of the implementation.

Practical implications

This paper presents considerations and insights derived from SMEs and discusses how firms can be better equipped to implement new segments.

Originality/value

This paper offers new insights and directions for segmentation literature, focusing on implementation and proposing how to advance the segmentation literature.

中文翻译：

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在中小型企业 (SME) 中实施新细分市场

目的

成功的细分和实施对公司至关重要。本文旨在关注中小型企业( SME) 在组织中实施新的目标细分市场时所考虑的领域。如果公司不了解潜在的复杂性和实施计划，他们就有可能忽视导致组织阻力和市场失败的重要领域。

设计/方法/方法

本文建立在一项文献研究和五个中小企业案例研究的基础上，该研究基于 44 次访谈和 10 次干预研讨会。

发现

作者确定了中小企业在计划在组织中实施部门时考虑的关键变革领域，包括营销战略和计划、组织方面和实施过程。组织变革和销售活动是中小企业经理的主要考虑因素。作者进一步确定了中小企业在实施新的目标细分市场时面临的不同程度的营销和组织变化特征的四个类别，反映了中小企业以前的选择。

研究限制/影响

这项研究基于访谈和研讨会，使管理者能够评估实施细分所需的变化。管理人员可以表达实施的复杂性和效果。

实际影响

本文介绍了来自中小企业的考虑和见解，并讨论了公司如何能够更好地实施新的细分市场。

原创性/价值

本文为分割文献提供了新的见解和方向，着重于实施并提出了如何推进分割文献。