Industrial globalisation, segmentation and technology innovation in the New Zealand plastics industry

This empirical study examines the influence of industrial globalization and segmentation on opportunity analysis in the New Zealand Plastics Industry; addresses industrial segmentation methodology, and implements an integrated approach. Bases of industrial segmentation are implemented with respect to process, business performance,market focus, innovation, research and development and entrepreneurship. A hybrid segmentation process is integrated within a framework of business segmentation. The framework consists of four main components, commencing with segmentation antecedents, and concluding with the outcome of segmentation. Methodology includesqualitative and quantitative data analysis, using an electronic survey and semi-structured interviews. Use is made of Surveypro and SPSS toward analysis ofdescriptive and inferential statistics. Recommendations and implications are discussed with reference to the segmentation bases. Results are the realisation of growth targets as set out by Plastics New Zealand, enhancing globalization and technology innovation within the industry.