Visiting Professor Peet Venter presents seminar

Visiting Professor Peet Venter, from the University of South Africa (UNISA), will be presenting a seminar at the Business School entitled: Being human: Implementing market segmentation in a South African ICT services organization.

The seminar takes place between 1pm and 2pm, with lunch at 12.30pm, on Thursday, 5 May, in the Presentation Area of the Michael Young Building.

Abstract:

The micro-practices of market segmentation in the business sales division of a South African ICT services provider are examined.

Our aim was to address the paucity of situated, practice-based research perspectives in market segmentation by adopting a qualitative case study approach. We examined and found clear linkages between the observed market segmentation practices and extant research on framing contests.

We find that micro-practices in market segmentation clearly influence its adoption and implementation in the organization, offering the view that practice-based studies provide a viable and supplementary alternative to normative and conceptual studies.

Our findings suggest that this line of investigation into market segmentation projects has the potential to deliver rich and nuanced findings that provide much-needed alternative perspectives in strategic marketing and market segmentation research.

This, in turn, contributes to the emerging body of marketing-as-practice research

If you would like to attend, please contact oubs-research-admin@open.ac.uk by Thursday 5 May for catering purposes.

Prof Peet Venter is visiting the Faculty of Business & Law on an International Fellowship.