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References (6)
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International Market Segmentation Based on Consumer–Product RelationsJournal of Marketing Research, 36
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Nirmalya Kumar, J. Steenkamp (2013)
Brand Breakout: How Emerging Market Brands Will Go Global
- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 0265-1335
- DOI
- 10.1108/imr-12-2018-0356
- Publisher site
- See Article on Publisher Site
Abstract
The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of globalization: implications for global consumer culture and global brands.”Design/methodology/approachThe paper is in the form of an essay.FindingsThe commentaries highlight many areas of agreement with the overall thrust of the original paper, and also pinpoint novel and important additional avenues for reflection and research.Originality/valueThe paper builds on the commentaries, identifying additional ways forward for the field.
Journal
International Marketing Review – Emerald Publishing
Published: Aug 14, 2019
Keywords: Global brands; Starbucks; Hybridization; Digital networked technologies; International market segmentation; Luckin Coffee