search query: @author Helsen, K. / total: 5
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| Author: | Helsen, K. Jedidi, K. DeSarbo, W. S. |
| Title: | A new approach to country segmentation utilizing multinational diffusion patterns |
| Journal: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 60-71 |
| Index terms: | |
| Freeterms: | MULTINATIONALE UNTERNEHMEN, MARKETINGSTRATEGIE, MARKTSEGMENTIERUNG |
| Language: | eng |
| Abstract: | Country segmentation has been proposed to assist in international marketing strategy decisions. Such schemes typically consist of grouping/clustering a set of countries on the basis of a wide array of macro-economic variables. The authors analyse the extent to which countries belonging to the same/different grouping reveal similar/dissimilar diffusion patterns. They find that country segments formed on the basis of diffusion patterns often differ by product. Finally, they discuss some managerial implications and directions for future research. |
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