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This study investigates how investors perceive the impact of U.S.‐based MNCs geographic and business segment diversification upon their earnings performance. Pooled cross‐sectional annual earnings response regressions for the years 1993 through 1997 are used for this investigation. Our results show that geographic segment diversification is valued by investors more than the business segment diversification especially in two cases: 1) when the business segmentation is low; and 2) when geographic segmentation is high. These results imply that business segment diversification is only valued when it takes place in international markets where it is relatively more difficult for individual investors to replicate industry diversified portfolio for themselves. Our research illuminates the contextual aspects of investors' perceptions of geographic and business segment diversification for multinational corporations by explicitly controlling for one dimension of corporate diversification while examining the earning‐returns impact of the other type of corporate diversification.

The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.

Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.

Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.

Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.

It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.

The purpose of this paper is to segment the Australian organic food consumer market.

A nationwide online survey was conducted for collecting data about the Australian organic food consumer market. Various statistical techniques were used for analyzing the data and identifying market segments.

The key market segmentation variables that significantly characterize the Australian organic food consumer market include age, income, education, metro/city-vs-rural/region, purchase frequency, weekly expenditure, consumption period, retail outlets, perceived values, self-image, and perceptions about organic foods.

Australia, like many other countries, is an emerging market for the organically produced and marketed food products. The current review unfolds the fact that there are limited studies in market segmentation, and no study in the Australian context, in particular. The current paper contributes to the organic food market segmentation literature and provides several implications for market segmentation strategy.

The aim of this paper is to make policy makers and regulators more fully aware of the practical problems and costs involved in implementing geographically segmented regulation. This awareness will be valuable in deciding whether to adopt the approach and, if so, in designing its implementation, i.e. how the scheme's problems will be addressed and costs minimized.

Increasingly, incumbent operators and some regulators have argued that regulatory forbearance should be adopted in geographic areas (usually the more densely populated cities) where facility‐based competition is developing. Certainly geographically segmented regulation accords with widespread agreement that regulation should be the minimum necessary. Indeed, a number of countries have implemented the scheme, including Australia, Austria, Canada, Finland, Portugal, Spain, the UK and USA. This paper examines the experience these countries have had in applying geographically segmented regulation.

The lessons from experience in applying geographically segmented regulation suggest that the processes used to determine specific relevant markets are, at present, contentious and problematic in principle, and complex and subjective in practice. The problems/costs relating to the implementation of geographic regulation could erode the stability, certainty and predictability so important in a regulatory regime. Moreover, outcomes are uncertain, especially when looking ahead into an NGN environment.

This is the first paper that examines the actual experience of countries that have implemented geographically segmented regulation.

This study aims to perform a benefit segmentation and then a classification of visitors that travel to the Rocha Department in Uruguay from the capital city of Montevideo during the summer months.

A convenience sample was obtained with an online survey. A total of 290 cases were usable for subsequent data analysis. The following statistical techniques were used: hierarchical cluster analysis, K-means cluster analysis, machine learning, support vector machines, random forest and logistic regression.

Visitors that travel to the Rocha Department from Montevideo can be classified into four distinct clusters. Clusters are labelled as “entertainment seekers”, “Rocha followers”, “relax and activities seekers” and “active tourists”. The support vector machine model achieved the best classification results.

Implications for destination marketers who cater to young visitors are discussed. Destination marketers should determine an optimal level of resource allocation and destination management activities that compare both present costs and discounted potential future income of the different target markets. Surveying non-residents was not possible. Future work should sample tourists from abroad.

The combination of market segmentation of Rocha Department’s visitors from the city of Montevideo and classification of sampled individuals training various machine learning classifiers would allow Rocha’s destination marketers determine the belonging of an unsampled individual into one of the already obtained four clusters, enhancing marketing promotion for targeted offers.

Hungarian wine culture has been developing steadily over the past decades. The number of wineries offering quality wine is growing as consumer interest in quality consumption increases. The purpose of this paper is to study the segmentation of the Hungarian wine consumers based on their purchase habits and preferences to identify how this shift towards quality consumption is represented in these segments.

An online survey was conducted in Hungary. Nearly 28,000 consumers filled in the questionnaire. The TwoStep Cluster analysis could handle the large database and variables measured on different measurement scales.

The growing interest towards quality wine in the market is reflected in the study’s segmentation results. The large sample size made it possible to identify a special Hungarian wine consumer group, which has different buying habits than traditional wine consumer segments. Four segments were evolved: ordinary wine consumers, unsophisticated wine consumers, wealthy wine-experts and open-minded consumers. The last two segments seem to be the most valuable groups for high-quality wine producers.

The sample size allowed a relatively novel segmentation, whereby the preferences and purchasing habits of smaller, high-quality wine consumer groups became measurable.

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

The approach is conceptual with illustrative examples.

The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.