search query: @author Verhage, B. J. / total: 11
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| Author: | Yavas, U. Verhage, B. J. Green, R. T. |
| Title: | Global consumer segmentation versus local market orientation: empirical findings |
| Journal: | Management International Review
1992 : 3RD QUARTER, VOL. 32:3, p.265-272 |
| Index terms: | MARKET SEGMENTATION MARKETING STRATEGY INTERNATIONAL BUSINESS INTERNATIONAL MARKETING CONSUMER MARKETS |
| Language: | eng |
| Abstract: | The efficacy of a global marketing strategy versus a tailored marketing strategy has been a recurring theme in the literature. Each of these strategies is attacked and defended by academicians and practitioners. Positing that the two strategies are not necessarily mutually exclusive, the viability of a middle ground approach that considers heterogeneity among countries as well as homogeneity across cross-national segments is examined. The findings of a consumer behaviour survey undertaken among comparable samples of consumers in six countries and data were analyzed via SAS Fastclus algorithm. Results indicate the existence of consumer segments which transcend national boundaries. Therefore , a modified global marketing approach is promising. |
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