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Value Network Segmentation: A Three-Factor Model

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Finding New Ways to Engage and Satisfy Global Customers (AMSWMC 2018)

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Abstract

The evolution toward a service-dominant logic necessitates a reexamination of how value is created and a consideration of how co-created value impacts marketing strategy. The effect of co-created value networks on a specific aspect of marketing strategy; market segmentation is examined. Heterogeneity in market demand as represented by the intensity level of customer participation in value creation, in combination with stages of value creation, and customer type is identified as a new basis for market segmentation.

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Author information

Authors and Affiliations

  1. Farmingdale State College (SUNY), Farmingdale, NY, USA

    Nanda Viswanathan

Authors
  1. Nanda Viswanathan
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Correspondence to Nanda Viswanathan .

Editor information

Editors and Affiliations

  1. Marketing Department, IÉSEG School of Management, Lille, France

    Patricia Rossi

  2. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

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© 2019 Academy of Marketing Science

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Viswanathan, N. (2019). Value Network Segmentation: A Three-Factor Model. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-02568-7_23

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