Segmenting the urban economic development market: An application of strategic marketing to a public policy issue
Bardo, John W.
Glaser, Mark A.
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Bardo, J. W. & Glaser, M. A. (1995). "Segmenting the urban economic development market: An application of strategic marketing to a public policy issue." Journal of Nonprofit and Public Sector Marketing, 3(1), 3-22.
Local government economic development strategies have been widely criticized for being ineffective and for lacking coherent, logical form. Of particular concern is the tendency of government to use a mass market, undifferentiated approach to potential business growth. Here, implications of creating and applying a market segmentation strategy to economic development is explored. Based on standard industrial classification schema and business growth orientation, a sample of businesses from a middle size mid-western city was segmented and responses to an economic development-oriented questionnaire were examined using stepwise discriminant analysis. Results showed that this market segmentation strategy differentiated significant variations in needs for assistance by both industrial type and growth orientation within type. Results are discussed in regard to the significance of market segmentation to effective public economic development policy.
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