Segmenting support for small and medium enterprises: identifying and disseminating best practice. Research summary.

Atherton, Andrew and Lyon, Fergus ORCID: https://orcid.org/0000-0002-6275-4102 (2001) Segmenting support for small and medium enterprises: identifying and disseminating best practice. Research summary. Project Report. Department for Business, Innovation & Skills.. . [Monograph]

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Abstract

Segmentation can be defined as the identification of target groups of customers that share activities, attributes, behaviours, conditions or needs. This report examines the nature of segmentation with particular reference to business development services and the Business
Link network. The study was commissioned by the Small Business Service’s Research and Evaluation Team, as a project within its research and dissemination project series.

In order to build a baseline view of current segmentation practice, the study addressed several
key questions:
• What segmentation strategies are being used for the provision of services to SMEs by
Business Links and related organisations?
• What alternative approaches can be identified from the academic and practitioner literatures that may be of relevance?
• How can segmentation frameworks and strategies be developed and applied?
• What are the implications for the Small Business Service and Business Links?

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