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Alternative payment means have been expanding rapidly in recent years. The need to identify the segments of customers that are targetable for both financial and nonfinancial institutions is growing. The purpose of this paper is to use two different methods, discriminant analysis and decision trees, in order to compare the effectiveness of the two methods for segmentation and identify critical consumer characteristics which determine behavior and preference in relation to the use of payment means.

Using data from 321 bank customers, decision tree and discriminant analysis methods are used, first to test the same set of variables differentiating the customers and then to compare the respective results and prediction ability of the two methods.

Results show that discriminant analysis has a better model fit and segments the customers in a more effective way than the decision tree method. In addition, each method shows different variables to differentiate the customer groups.

The findings are limited to the sector and country of the study, as well as the convenience sample that has been used.

Suggestions for financial managers to better understand their customers’ behavior and target the right group are discussed.

This is the first attempt to compare decision trees and discriminant analysis as alternative segmentation methods for payment means.

Trust has proven to be a key variable in understanding and predicting consumer behavior in the self‐service technology and e‐commerce contexts. However, it has never been examined as a segmentation variable. This study seeks to investigate the possibility of using trust in two self‐service bank channels: internet, and phone banking, to segment potential users of these channels.

Using data from a survey of 762 real bank customers discriminant analysis is used to test variables differentiating two groups of customers having, respectively, “high” and “low” trust in internet and phone banking.

Results show that the groups of “high” and “low” channel‐trustors are different in a number of attitudinal, behavioral and psychographic criteria. In addition, the two groups react differently in terms of intention to use internet, and phone banking.

This work contributes to existing literature on trust by opening an additional use of and a new research perspective on trust. Its findings are limited to the sector, technology and cultural context of the study.

In this paper several suggestions for bank managers to better target the adopters of self‐service technology‐based channels are discussed.

This is the first attempt to examine trust as a segmentation variable and to bring evidence for its relevance for marketing decisions.

As the internationalization process dictates the existence of cross-country networks it is essential to explore avenues that allow emerging market multinationals (EMNCs) to share and receive knowledge that can benefit them locally and globally. The purpose of this paper is to explore this conundrum by addressing the significance of creating a global mindset in individuals and across the multinational corporation. In the paper the authors articulate the mechanisms that influence global managers’ abilities to engage effectively with other global managers across borders.

This is a conceptual and theoretical piece.

The authors argued that global managers engage in reciprocal learning processes to obtain new, innovative knowledge about other countries’ environments and business practices. The authors furthermore suggest that the effectiveness of new knowledge creation is dependent upon the appropriate input, throughput, and output competencies of those involved in the reciprocal learning process.

Proper people management plays a crucial role in fostering an environment where employees’ commitment will lead to organizational innovation. Propositions foreshadowing in the new, innovative knowledge creation process across cultural and personal levels are articulated.