haku: @author Helsen, K. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Helsen, K. Jedidi, K. DeSarbo, W. S. |
| Otsikko: | A new approach to country segmentation utilizing multinational diffusion patterns |
| Lehti: | Journal of Marketing
1993 : OCT, VOL. 57:4, p. 60-71 |
| Asiasana: | |
| Vapaa asiasana: | MULTINATIONALE UNTERNEHMEN, MARKETINGSTRATEGIE, MARKTSEGMENTIERUNG |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA