Internet market segmentation – an exploratory study of critical success factors

Market segmentation is a topic that has already produced significant results in conventional marketing research but appears to be still novel in the field of Internet marketing. This triangulated study, integrating both qualitative and quantitative techniques, is based on in‐depth interviews with managers and professionals from nine enterprises based in Taiwan. It focuses on 137 employees engaged in Internet market segmentation (IMS) projects such as verification, to explore the critical success factors of enterprises currently implementing IMS. The results reveal a total of six critical success factors: scientific statistical analysis, a good segmentation plan, action on results, SWOT analysis, sufficient project resources, morale and communication.