International segmentation: towards a third path between global and national

This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions.

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...

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