Cross-Cultural Segmenting and Brand Extension. The Case of the Mercedes-Benz A-Class Launch

Mercedes-Benz launched its first mini-car, the A-class, in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class.

Cross-Cultural Segmenting and Brand Extension: The Case of mercedes-Benz A-Class Launc

Erik Olson, Associate Professor at The Norwegian School of Management, Norway andHans Mathias Thjme, Associate Professor at The Norwegian School of Management, Norway.

INTRODUCTION

The world automobile market consists of two main areas: the large, but very slow growing markets of Western Europe, North America, and Japan, and the small, but growing markets of Eastern Europe, Asia, and South America. Many industry observers think that in both areas a major growth sector will be in small cars (length between 3.5 and 3.8...

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