CORPORATE CULTURE: A STRATEGY TO ENTER ENTRENCHED MARKETS
Agnes Pauline Olszewski
(Associate Professor of Marketing of the W. Paul Stillman School of Business at Seton Hall University and an active consultant for the private and corporate industry.)
Hubert D. Hennessey
(Assistant Professor of Marketing at Babson College. )
Philip Harris Monchar
(Vice President of Applied Research Techniques, has been involved in numerous studies covering a wide range of subject matter, from telecommunications needs to a statewide employment survey.)
Arthur Boudin
(President of Applied Research Techniques, has over thirty five years of marketing and market research experience.)
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Abstract
This research illustrates a methodology to segment industrial markets on the basis of corporate culture. The consumer marketing segmentation technique based on psychological profiles is adapted and applied to the corporate purchase of a financial service. The methodology provides industrial marketers with a new way to view major corporate purchases and to segment the entrenched marketplace for increased penetration.
Citation
Pauline Olszewski, A., Hennessey, H.D., Harris Monchar, P. and Boudin, A. (1987), "CORPORATE CULTURE: A STRATEGY TO ENTER ENTRENCHED MARKETS", Journal of Business & Industrial Marketing, Vol. 2 No. 3, pp. 5-15. https://doi.org/10.1108/eb006030
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited