Revisão da produção científica brasileira em segmentação de mercado
DOI:
https://doi.org/10.5007/2175-8077.2016v18n45p96Abstract
A segmentação de mercado é um assunto central para a formação das estratégias empresarias. Conhecer sua evolução, enquanto área de pesquisa, é essencial na proposição de agendas de pesquisas futuras. Esse artigo tem como objetivo analisar o estado da arte dos trabalhos sobre segmentação de mercado no Brasil, a partir de um estudo bibliométrico. No total, 63 artigos foram analisados. Os resultados demonstram que: no Brasil a segmentação de mercado não é usada como tema central das pesquisas, o uso da segmentação de mercado é feito com o intuito principal de analisar o perfil dos pesquisados e são poucas as implicações gerenciais traçadas. Além disto, não há autores de referência no Brasil sobre o assunto, sendo um tema tratado por muitos pesquisadores, de forma descontínua. A partir da comparação com agendas de pesquisa internacionais, novas trilhas de pesquisa sobre a temática são sugeridas.
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