MANAGEMENT RESEARCH REVIEW, vol.40, no.10, pp.1100-1116, 2017 (ESCI)
Article / Article
MANAGEMENT RESEARCH REVIEW
Emerging Sources Citation Index (ESCI), Scopus
Qualitative research, B2B marketing, Market segmentation, Container shipping, Business-to-business service, Sea transportation, CARRIER SELECTION CRITERIA, MODEL, DIFFERENTIATION, EXPLORATION
Dokuz Eylül University Affiliated:
Purpose - Container shipping is a standardized business-to-business service market where carriers need to stay customer focused to survive. Market segmentation is an ideal solution to develop customized marketing programs for each segment, but container lines need personalized marketing programs for each customer. Hence, the purpose of this study is to develop a segmentation framework that can help container lines to profile each customer more efficiently considering their needs, strategic importance and demographics.