Cranfield School of Management

Qualifications

MA in Marketing Management, University of Westminster
BA in Business Administration, Academy of Economic Studies

Background

Adina Poenaru is associate consultant at 3H Partners and Lecturer in Marketing at the London campus of ESCP Europe Business School. Before, she has worked in commercial marketing research and consultancy, supporting small and large companies, particularly in the telecommunications, travel, pharmaceutical and media industries to improve their marketing practices and customer knowledge.

She is an active consultant with relevant expertise in the fields of business models, market segmentation, customer relationship management, marketing strategy, marketing performance and competitive advantage.

Research Topic

The Relationship between Market Segmentation Implementation Capability and Business Performance in Service Firms

Research Issue

Despite the suggestion that pursuing a segmentation approach should enhance an organization’s performance, there appears to be little practical advice as to how to achieve it and no study has empirically tested this hypothesis. Hence, research which provides quantifiable evidence of the impact of segmentation and the role, composition and relationships between success factors has been identified as a priority for the marketing community. This research aims at addressing the question of what constitutes a firm’s segmentation capability and what effect it has on business performance outcomes. Specifically, it looks at market segmentation implementation, in terms of the required organisational processes and the performance outcomes of developing and executing a target marketing strategy.

Sector

Consumer and business services

Research Methods

Qualitative interviews and cross-sectional survey and structural equation modelling.

Theoretical Perspective

Dynamic capabilities theory, resource based view

Why I Chose Cranfield

Cranfield offers a very structured programme, which ensures a smooth and continuous progress through the stages of the PhD with a lot of guidance and checks along the way.

Published Papers

Poenaru, A., “Market Segmentation and Business Performance: A Dynamic Capabilities Perspective”, paper presented at Strategic Management Conference, Sep 2010

Poenaru, A., and Baines, P., “What Role for Market Segmentation in Enhancing Business Performance: Critical Review, Concept Reconstruction and Research Questions”, paper presented at Academy of Marketing Conference, Coventry, July 2010

Poenaru, A., “The Effect of Market Segmentation on Business Performance: A Critical Review and Conceptual Framework”, paper presented at Strategic Management Conference, Oct 2009

Poenaru, A., “Is market segmentation really dead? A conceptual model of the importance of segmentation choices on marketing strategy performance outcomes”, Academy of Marketing Science Annual Conference, May 2009 – Best Student Research Prize

Poenaru, A. and Sola, D., “How to Achieve Competitive Advantage through Corporate Culture: Proposing an Integrated Model”, Best Paper Award nomination at Strategic Management Conference, October 2008

Poenaru, A., “Knowledge Intensive CRM Processes and Strategies: A Journey Towards Competitive Advantage”, Strategic Management Conference, October 2008