Kamineni, R.Kale, S.2017-05-022017-05-022001Proceedings of the ANZMAC Conference: Bridging Marketing Theory and Practice, 2001, pp.1-50473082063http://hdl.handle.net/2440/104793Session 6.4 New Products IISegmentation and positioning constitute the crux of marketing strategy. Over the past two decades, lifestyle and psychographics have been increasingly used as a basis for market segmentation. This paper illustrates how the ancient and mystical technique of the Enneagram can be effectively used as a base for psychographic segmentation. With the Enneagram finding ever-increasing applications in strategic management and human resource development, it is only fitting that scholars in marketing harness the diagnostic and predictive power of the Enneagram. However, adoption of the Enneagram for marketing purposes will require further conceptual development and empirical analysis.enCopyright of papers presented at ANZMAC conferences is retained by the authors, therefore any other use of these materials – including reproduction for purposes other than those noted above, modification, distribution, or republication – without prior written permission of the author is strictly prohibited.Conference paper0030069067288700Kamineni, R. [0000-0002-4599-2707]