Title

A Strategic Cooperative Game-theoretic Model for Market Segmentation with Application to Banking in Emerging Economies

Document Type

Article

Publication Date

10-2-2012

DOI

https://doi.org/10.3846/20294913.2012.688072

Abstract

Market segmentation is essential to target efficaciously core-segment customers and to obtain a competitive advantage. Firms when confronted by the range of market segments, have difficulty in deciding the core-segment customers who are the most probable purchasers of their product and services. We propose a novel fuzzy group multi-criteria method for market entry and segment evaluation and selection. This proposed method provides a comprehensive and systematic framework that combines bi-level multi-objective optimization with real option analysis (ROA) and fuzzy cooperative n-person game theory. The contribution of the proposed segment evaluation and selection method is fivefold: (1) it addresses the gaps in the marketing literature on the efficacious and effective assessment of market segments; (2) it provides a comprehensive and systematic framework that combines bi-level multi-objective optimization with ROA and fuzzy cooperative n-person game theory; (3) it considers fuzzy logic and fuzzy sets to represent ambiguous, uncertain or imprecise information; (4) it does not insist on consensus but synthesizes a representative outcome based on qualitative judgments and quantitative data; and (5) it is applicable to national and international market segmentation. The practical application of this proposed framework illustrates the efficacy of the procedures and algorithms.

Language

English

Comments

Zandi, F., Tavana, M. and O'Connor, A. (2012) ‘A Strategic Cooperative Game-Theoretic Model for Market Segmentation with Application to Banking in Emerging Economies,’ Technological and Economic Development of Economy, Vol. 18, No. 3, pp. 389-423.

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