Abstract
The purpose of the work is to study the sense of the process of transformation of the approach to market segmentation within crisis management of global entrepreneurship. This research is of fundamental character, which determined selection of its methodological basis. The work uses such methods of scientific research as classification, problem and comparative analysis (and method of data comparison) and synthesis, method of analysis of causal connections, hypothetical and deductive method, expert evaluation, formalization, and strategizing. The authors performed classification and comparative analysis of existing quantitative and qualitative approach to segmentation of market by entrepreneurial structures, performed evaluation of their applicability to management of global entrepreneurship, and developed a new approach and offered a framework strategy of successful market segmentation within crisis management of global entrepreneurship. The most important conclusion of this research is confirmation of the fact that traditional quantitative and qualitative approaches to market segmentation are not applicable within crisis management of global entrepreneurship due to insufficient flexibility of selection of targeted segments. The sense of the process of transformation of approach to market segmentation within crisis management of global entrepreneurship consists in application of more complex logic of market segmentation and selection of its targeted segments depending on the phase of economic cycle.
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Kataeva, N.N., Marakulina, I.V., Sanovich, M.A., Sozinova, A.A., Vasilyuk, N. (2017). Transformation of Approach to Market Segmentation Within Crisis Management of Global Entrepreneurship. In: Popkova, E. (eds) Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management. Contributions to Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-60696-5_62
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