Feral segmentation: How cultural intermediaries perform market segmentation in the wild

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dc.contributor.author Diaz Ruiz, Carlos en
dc.contributor.author Kjellberg, H en
dc.date.accessioned 2020-06-03T03:58:10Z en
dc.date.issued 2020-04-30 en
dc.identifier.issn 1470-5931 en
dc.identifier.uri http://hdl.handle.net/2292/51309 en
dc.description.abstract This article extends the S-T-P framework of market segmentation (i.e. segmentation, targeting, and positioning), showing that firms have more sources of segments than previously acknowledged, including the option of integrating feral segments that emerge publicly in the marketplace. While the S-T-P framework currently focuses on ad hoc segmentation tailored for a focal firm and syndicated segmentation made for commercialization to multiple firms, this article introduces feral segmentation in which cultural intermediaries (CIs) coin consumers categories through their familiarity with popular culture. Empirically, the article investigates how CIs constructed the lumbersexual segment, a neologism combining the narcissism of the metrosexual with the roughness of the lumberjack. The findings include a four-step feral segmentation process: (1) Establishing deviance—singling out anomalies that lower the explanatory power of existing segments. (2) Prototyping—sketching profiles that enhance familiarity and allow identification. (3) Anchoring—attaching the segment into public discussions. (4) Vaccination—coining preemptive validations against criticism. en
dc.publisher SAGE Publications en
dc.relation.ispartofseries Marketing Theory en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Feral segmentation: How cultural intermediaries perform market segmentation in the wild en
dc.type Journal Article en
dc.identifier.doi 10.1177/1470593120920330 en
pubs.volume online first en
dc.rights.holder Copyright: The author en
pubs.publication-status Published online en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 800532 en
pubs.org-id Business and Economics en
pubs.org-id Graduate School of Management en
pubs.record-created-at-source-date 2020-05-01 en
pubs.online-publication-date 2020-04-30 en

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