Where Strategic Alliances End and Trust Begins: on the Necessity of Reconciliating Marketing and Operational Aspects in Market Segmentation

Abstract

Herein, I am presenting a framework to underpin or to falsify the idea that it is recommended to take both marketing and operational viewpoints into consideration when conducting a market segmentation study. For this, an empirical research was conducted among Hungarian respondents aged between 18 and 29. Under the restrictions of data collection and availability as well as those of the applied methodology, results show that the integrated approach presented here is reasonable.