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Global vs international involvement‐based segmentation A cross‐national exploratory study

Global vs international involvement‐based segmentation A cross‐national exploratory study Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the most attractive ones. Using involvement as a segmenting variable, several clusters were found, some warranting the global approach and others more suited for the nationally focused one. Based on the description of each segment, various strategic options appear to be open to retail marketers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Global vs international involvement‐based segmentation A cross‐national exploratory study

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References (39)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330210435672
Publisher site
See Article on Publisher Site

Abstract

Using a clusterwise regression analysis of French and Australian wine consumers, the authors explore the question of whether global marketers, who target the same segment around the world, are using a better strategy than international marketers who segment each national market and target the most attractive ones. Using involvement as a segmenting variable, several clusters were found, some warranting the global approach and others more suited for the nationally focused one. Based on the description of each segment, various strategic options appear to be open to retail marketers.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 2002

Keywords: International marketing; Cluster analysis; Marketing strategy; Wine and spirits

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