AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.
DOI
10.20429/amtp.2010.37
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Lish, Alan D., "A Study of Market Segmentation in High-tech Startup Ventures" (2010). AMTP Proceedings 2010. 37.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/37
