An exercise in deconstruction of the concept and practice of market segmentation inspired by Woody Allen

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Jorge Francisco Bertinetti Lengler
Marcelo Milano Falcão Vieira
Roberto Costa Fachin

Abstract

Market segmentation is a powerful marketing tool frequently used to support decision-making in organizations. In this paper we aim at analyzing some elements not always evident when one deals with market segmentation as a hegemonic discourse. We base our analysis in Woody Allen’s “Deconstructing Harry”, which allows the understanding of the deconstruction of market segmentation concept and practice basedon gender and race. Such a purpose is supported by Derrida (1999) who tells us that every concept, word or lexical meaning is subject for deconstruction. Moreover, the hypothesis that both concept and practice of market segmentation hide unrevealed meanings, voices and socialactors is central in our analysis.

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How to Cite
LENGLER, J. F. B.; VIEIRA, M. M. F.; FACHIN, R. C. An exercise in deconstruction of the concept and practice of market segmentation inspired by Woody Allen. RAE - Revista de Administracao de Empresas , [S. l.], v. 42, n. 4, p. 84–92, 2002. Disponível em: https://periodicos.fgv.br/rae/article/view/37636. Acesso em: 28 feb. 2024.
Section
Mercadologia