1Independent organizations that have not developed partnerships have systemic paradigms. If one part of the organization’s culture—especially the leadership—is based on a paradigm of independence, then it’s probable that other parts of the organization are driven by a similar dynamic. Organizational structures tend to replicate themselves.

Like families that are influenced by the beliefs of the parents, organizations incorporate the values of their leaders. If the leadership is afraid to establish a partnership based on trust and mutual benefits, other parts of the organization will reflect that fear. Leadership’s values determine the organization’s past or future orientation as well. Within that orientation lies a collection of attitudes and behaviors that reflect the company’s culture. Owners and managers set the company’s policies and establish independent or interdependent systems. If your company has a past orientation, it’s hard to change direction. Even with an awareness of the problems, an intellectual understanding of the need for interdependence, a determination to undertake a fearless self-assessment, and a desire to change, most companies find changing a culture a slow and arduous process.

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Markets can be segmented into any group. The most appropriate divisions depend on such factors as the size and nature of the market and product, as well as the reason for segmenting the market. The following categories are often used.

Commercial markets. Categories are commonly divided into Standard Industry Classification (sic) codes. For example, customers may be given a range of sic codes (relating to job title, industry sector, location, company turnover). These are then used for specialised targeting of subgroups (for example, all project managers in the oil industry in Scotland with a company turnover of more than £10m). Useful segments include geographic location, type of organisation, job title, size of organisation and purchase data.

Consumer markets. The most common segments are geographic location, product benefits, lifestyle and social groupings. The internet is useful in determining the segment that will value a product. Other segments include occupation, income, nationality, sex and age.