International segmentation: towards a third path between global and national
Bertrand Belvaux and Nathalie Guibert
University Paris II – Sorbonne Universities
Introduction
International segmentation has long been an important research topic in international marketing (for a review, see Steenkamp & ter Hofstede 2002). There are two kinds of segmentation bases: countries and consumers. The first approach corresponds to a multi-domestic strategy where each country represents a segment (Huszagh et al. 1986; Helsen et al.1993; Kale 1995; Jeannet & Hennessey 1998). This macro-segmentation uses information on consumers aggregated at the country level (mainly economic). Information...