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| Fältnamn | Indikatorer | Metadata |
|---|---|---|
| 000 | 02700naa a2200289 4500 | |
| 001 | oai:hhs.se:1155123180006056 | |
| 003 | SwePub | |
| 008 | 221125s2020 | |||||||||||000 ||eng| | |
| 024 | 7 | a https://research.hhs.se/esploro/outputs/journalArticle/Feral-segmentation-How-cultural-intermediaries-perform/9910014807656060562 URI |
| 024 | 7 | a https://doi.org/10.1177/14705931209203302 DOI |
| 040 | a (SwePub)hhs | |
| 041 | a engb eng | |
| 042 | 9 SwePub | |
| 072 | 7 | a art2 swepub-publicationtype |
| 072 | 7 | a ref2 swepub-contenttype |
| 100 | 1 | a Diaz Ruiz, Carlos A.u University of Auckland Business School4 aut |
| 245 | 1 0 | a Feral segmentation: How cultural intermediaries perform market segmentation in the wild |
| 264 | c 2020-04-30 | |
| 264 | 1 | b SAGE Publications (UK and US),c 2020 |
| 520 | a 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. | |
| 650 | 7 | a SAMHÄLLSVETENSKAPx Ekonomi och näringslivx Företagsekonomi0 (SwePub)502022 hsv//swe |
| 650 | 7 | a SOCIAL SCIENCESx Economics and Businessx Business Administration0 (SwePub)502022 hsv//eng |
| 700 | 1 | a Kjellberg, Hansu Stockholm School of Economics,Handelshögskolan i Stockholm4 aut0 (Swepub:hhs)222@hhs.se |
| 710 | 2 | a Handelshögskolan i Stockholmb University of Auckland Business School4 org |
| 773 | 0 | t Marketing Theoryd : SAGE Publications (UK and US)g 20:4, s. 429-457q 20:4<429-457x 1741-301Xx 1470-5931 |
| 856 | 4 8 | u https://research.hhs.se/esploro/outputs/journalArticle/Feral-segmentation-How-cultural-intermediaries-perform/991001480765606056 |
| 856 | 4 8 | u https://doi.org/10.1177/1470593120920330 |
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