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A dynamic framework for understanding cross‐national segmentation

Hugh M. Cannon (School of Business Administration, Wayne State University, Detroit, Michigan, USA)
Attila Yaprak (School of Business Administration, Wayne State University, Detroit, Michigan, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 31 May 2011

3135

Abstract

Purpose

The purpose of this paper is to provide a conceptual framework for better understanding of cross‐national segmentation under the underlying forces of globalization and technology.

Design/methodology/approach

The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered.

Findings

Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution.

Research limitations/implications

The framework described in the paper should inspire research on value‐based segmentation schemes across markets.

Practical implications

International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper.

Originality/value

The framework offered in the paper is unique in that it blends consumer value orientations with product/service characteristics and functionally vs symbolically motivated segments and how these evolve over time.

Keywords

Citation

Cannon, H.M. and Yaprak, A. (2011), "A dynamic framework for understanding cross‐national segmentation", International Marketing Review, Vol. 28 No. 3, pp. 229-243. https://doi.org/10.1108/02651331111132839

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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