Emergent Behaviour, Triggers of Change and Customer Engagement

Denise Jarratt, Ramzi Fayed

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

To date, there has been little attention given to the fundamental issue of how organisations might approach market segmentation, targeting and positioning in dynamically changing environments. An analysis of interview data and market research and strategy documentation provided by a major participant in the financial services sector revealed previous and current approaches to market segmentation, issues surrounding the strategic application of these traditional approaches, and key risk elements shaping emerging financial services markets. Scenarios capturing these key risk elements were co-produced by researchers and focus group participants, and an approach to customer engagement which captures the dynamic nature of customer behaviour through triggers affecting value-in-use of financial services was tested against those scenarios.
Original languageEnglish
Title of host publicationSustainable management and marketing
EditorsDewi Tojib
Place of PublicationAustralia
PublisherANZMAC
Pages1-7
Number of pages7
ISBN (Electronic)1863081585
Publication statusPublished - 2009
EventAustralian and New Zealand Marketing Academy Conference - Monash University, Melbourne, Australia
Duration: 30 Nov 200902 Dec 2009

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
CountryAustralia
CityMelbourne
Period30/11/0902/12/09

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