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A dynamic framework for understanding cross‐national segmentation

A dynamic framework for understanding cross‐national segmentation Purpose – The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology. Design/methodology/approach – The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered. Findings – Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution. Research limitations/implications – The framework described in the paper should inspire research on value‐based segmentation schemes across markets. Practical implications – International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper. Originality/value – The framework offered in the paper is unique in that it blends consumer value orientations with product/service characteristics and functionally vs symbolically motivated segments and how these evolve over time. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

A dynamic framework for understanding cross‐national segmentation

International Marketing Review , Volume 28 (3): 15 – May 31, 2011

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References (58)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651331111132839
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology. Design/methodology/approach – The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered. Findings – Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution. Research limitations/implications – The framework described in the paper should inspire research on value‐based segmentation schemes across markets. Practical implications – International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper. Originality/value – The framework offered in the paper is unique in that it blends consumer value orientations with product/service characteristics and functionally vs symbolically motivated segments and how these evolve over time.

Journal

International Marketing ReviewEmerald Publishing

Published: May 31, 2011

Keywords: Market segmentation; Globalization; International business; Cross cultural studies

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