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This study aims to analyse how multinational corporations (MNCs) organise value chain activities to penetrate new market segments. It contributes by expanding traditional decisions regarding the vertical fine-slicing of value chain activities (whether performed internally or externally) and the consideration of resource-sharing decisions (integration or separation) for each value chain function.

The authors draw on primary data collected from two case study firms operating in the large emerging Chinese market: Volvo Construction Equipment AB and Epiroc AB. In-depth cases illustrate how foreign MNCs expand into new market segments and simultaneously target both the lower-priced mid-market and the premium segments in the Chinese mining and construction industry.

The results reveal that product diversification creates challenges for managers who must oversee new (vertical) value chains, often simultaneously. Beyond geography and modes of governance, managers must decide whether to integrate or separate value chain activities for the new product lines. The study identifies four main strategic choices for firms to address this complexity, focusing on the decision to internalise or externalise (i.e. within or across organisational boundaries) and integrate or separate value chain activities between different product lines.

This study builds upon the internalisation theory and recent international business contributions that focus on value chain configurations to explain MNCs’ product diversification as a growth strategy in a host emerging market. It also sheds light on the choice of conducting new activities in-house or externally and elucidates firms’ managerial decisions to operationally integrate or separate individual value chain activities. The study provides insights into the drivers explaining managerial decisions to configure value chain activities across product lines and contributes to the growing body of literature on MNC activities in emerging economies by highlighting that product diversification impacts entry mode diversity and resource sharing across units.

This study aims to explore the heterogeneity of the tourist market for people with a physical disability (PwPD) based on travel barriers, to serve them better, from a tourism marketing perspective.

A market segmentation analysis was conducted on a sample of 480 PwPD in Sichuan Province, China, based on their perceived travel barriers. Data were obtained through three on-site and four online surveys. A four-step factor-item mixed segmentation, including factor analysis, cluster analysis, discriminant analysis and chi-square tests, was applied to examine the differences among PwPD tourist market segments in terms of various demographic characteristics, disability conditions (e.g. duration of disabilities and causes of impairment) and travel features (e.g. travel frequency and tourist destinations).

This study revealed that the PwPD tourist market is heterogeneous due to individual perceived travel barriers. Three market segments were identified, namely, the Explorer Moderates group, the Explorer Minimals group and the Explorer Intensives group. Additionally, the three market segments were found to have significant differences in terms of travel barriers, demographic characteristics, travel features and disability conditions.

This research provides suggestions for authorities and private entities to optimize the layout of accessible facilities in public areas for the benefit of all. It also offers crucial implications for tourism marketers to determine the key facets of marketing, for travel organizers to evolve the organization of travel groups for PwPD, and for practitioners to provide personalized tourism services.

To the best of the authors’ knowledge, this study is the first to apply perceived travel barriers as a market segmentation criterion in understanding PwPD as a heterogeneous travel market. The findings of this study initially expand the scope of application of the travel barrier model and deepen understanding of the Chinese PwPD tourist market from a marketing perspective. The study results elucidated the heterogeneity and characteristics of this market through a four-step factor-item mixed segmentation approach, offering new insights into the behaviors and experiences of travelers with disabilities.

本研究旨在探索肢体残障人士旅游市场的异质性, 以便从旅游营销的角度更好地为他们服务。

基于对中国四川480名肢残人士出游障碍感知的问卷调查, 探索了肢残人士的旅游市场细分。数据是通过七次现场和在线调查获得; 采用四步因子-项目混合细分法, 根据残障状况、人口统计特征和旅游特征, 识别出肢残群体旅游细分市场之间的差异。

研究发现, 基于个体感知的出游障碍, 肢残群体旅游市场是异质的, 研究确定了三个细分市场, 即低度、中度和高度受限群体。三个细分市场在出行障碍、人口特征、出游特征和残障状况方面存在显著差异。

这项研究有助于政府管理部门优化公共区域无障碍设施布局; 旅游营销者确定营销的重点, 并为旅游组织者设计肢残旅游团体成员构成, 以及从业者提供个性化旅游服务提供重要的启示。

论文首次将感知出游障碍作为市场细分标准, 用以理解肢残群体作为异质游客市场。本研究的发现拓展了出游障碍模型的应用范围, 并从市场营销的角度加深了对中国肢残游客市场的理解。研究结果通过四步因子-项目混合细分方法阐明了该市场的异质性和特点, 为肢残游客的行为和体验研究提供了新见解。

Este estudio explora la heterogeneidad del mercado turístico de las personas con discapacidad física (PcDF) en función de las barreras percibidas para viajar, con el fin de prestarles un mejor servicio desde una perspectiva de marketing turístico.

Se realizó un análisis de segmentación de mercado en una muestra de 480 PcDF en Sichuan, China, en función de las barreras que percibían para viajar. Los datos se obtuvieron a través de tres encuestas in situ y cuatro encuestas en línea. Se aplicó una segmentación mixta factor-ítem de cuatro pasos que incluye análisis factorial, análisis de conglomerados, análisis discriminante y pruebas de chi-cuadrado para examinar las diferencias entre los segmentos del mercado turístico de PcDF, en términos de diversas características demográficas, condiciones de discapacidad (por ejemplo, duración de la discapacidad, causas de la discapacidad) y características de los viajes (por ejemplo, frecuencia de viaje, destinos turísticos).

Este estudio reveló que el mercado turístico de las PcDF es heterogéneo debido a las barreras de viaje percibidas por cada individuo. Se identificaron tres segmentos de mercado, a saber, el grupo de Exploradores Moderados, el grupo de Exploradores Mínimos y el grupo de Exploradores Intensivos. Los tres segmentos de mercado presentaban diferencias significativas en cuanto a las barreras para viajar, las características demográficas, las características del viaje y las condiciones de discapacidad.

Este estudio es el primero en aplicar las barreras percibidas para viajar como criterio de segmentación de mercado para comprender a las PcDF como un mercado turístico heterogéneo. Los hallazgos de este estudio amplían inicialmente el ámbito de aplicación del modelo de barreras para viajar y profundizan en la comprensión del mercado turístico chino de PcDF desde una perspectiva de marketing. Los resultados de nuestro estudio explicaron la heterogeneidad y las características de este mercado a través de un enfoque de segmentación mixta factor-ítem de cuatro pasos, contribuyendo a la literatura sobre el comportamiento y las experiencias de los viajeros con discapacidad.

Esta investigación proporciona sugerencias para que las autoridades y las entidades privadas puedan optimizar la disposición de instalaciones accesibles en zonas públicas en beneficio de todos. También ofrece implicaciones importantes a los comercializadores turísticos para que determinen aspectos clave del marketing, a los organizadores de viajes para que evolucionen en la organización de grupos de viaje para PcDF y a los profesionales para que presten servicios turísticos personalizados.

The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.

An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.

Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.

This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.

This study provides input for marketing practitioners to create better focused and more effective campaigns.

Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

The UAE is among the fastest-growing facilities management (FM) markets globally. Nevertheless, conclusive evidence on this market is scarce in the literature. Therefore, this paper aims to provide an in-depth insight into the FM market in the UAE.

Fourteen interviewees were purposively selected to provide insight into FM status through their field experiences. A SWOT analysis of their answers held place.

Interviewees revealed that the main trends of FM in the UAE include interests in sustainability, integration of technology, health and safety, outsourcing FM, switching to total facilities management (TFM), and performance management systems use. Besides, the quality of the service in the FM market is driven by the real-estate boom, services sophistication, the increasing awareness of FM and focus on the quality of services. Furthermore, the interviews found that the recruitment of poorly skilled labors can threaten the FM market to meet the allocated budget, misperception of FM, the value of money, the lack of continuous follow-up with recent advancements in technologies and the lack of performance measurement models.

This paper highlights the major trends, drivers and threats of the FM market in the UAE, and the implications of its findings can direct FM organizations and researchers in their practices.

This study aims to progress scholarly understanding of the staycation phenomenon by examining customer segments and documenting local customers’ attribute preferences.

A stated choice experiment is used to examine customer preferences for staycation package attributes. Latent class discrete choice modeling is deployed to classify customers into market segments based on their preferences. The profile of each segment is enhanced by documenting customer characteristics and consumption styles.

Six prominent market segments are identified using a combination of sociodemographics, consumption styles and staycation attribute preferences. The findings draw on consumer experiences during the COVID-19 pandemic to generate theoretical insights into preferred staycation packages. Empirically, the estimation results from the research framework and choice experimental method demonstrate that staycation market segments exhibit distinct preference structures.

Practitioners and policymakers can incorporate the findings of this study in designing and/or assessing staycation packages. This can ensure differentiated products for defined segments that resonate within local communities through positive word of mouth, thus offering prospective spillovers to visiting friends and relatives.

This is a pioneering study on preference heterogeneity from the customer perspective, with a focus on staycation markets. The findings can encourage and assist hotel sector leaders to capitalize on local market developments to achieve a more resilient hospitality business model.

This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled.

Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method.

Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions.

This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

This study aimed to identify and profile segments of seaweed consumers in the United Kingdom.

Hierarchical k-means cluster analysis was used to identify consumer segments based on consumers' self-identity and environmental values. In addition, the study used subjective knowledge, intentions and consumption to profile different consumer segments. The data were collected in 2022 through a consumer survey with a representative sample from the United Kingdom (n = 1,110).

Cluster analysis segmented consumers into three groups: progressive (39%), conservative (33%) and egoistic (28%). The progressive segment was most likely to consume seaweed food products. Consumers in the progressive segment identify themselves as food innovative and healthy; they also highly value the environment and their pleasure. Conservative and egoistic consumers were significantly less likely to consume seaweed food products.

The results suggest that public policy officers and marketers promote seaweed food products by emphasizing biospheric values for innovative (younger) consumers, as well as seaweed’s good taste and nutritional/health qualities.

This study identifies and examines the profiles and characteristics of seaweed consumers based on their values and self-identity. Through this research, the authors have discovered how environmental values and self-identity can effectively group consumers into homogeneous segments. Moreover, the authors have identified a specific consumer group in the UK that is more likely to consume seaweed food products.

The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.

Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.

The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.

Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.

As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.

From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.

This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

This paper aims to classify tourist accommodation using data from Booking.com and TripAdvisor and analyse the extent to which the different segments identified differ in terms of being adults-only.

In total, 1,535 properties located in nine Spanish sun and beach destinations were examined using a latent class cluster analysis (LCCA). The bias-adjusted three-step approach was used to investigate the differences between belonging to adults-only accommodation or not among the identified clusters.

Results show that adults-only accommodation tends to belong to the cluster with higher online ratings. In small Spanish islands, adults-only hotels account for a large share (more than 25%) of hotels.

It was not possible to analyse whether the higher rating was due to the accommodation being better or due to the tourists being more satisfied with their stay.

In urban destinations, the model is not widely used. However, in coastal destinations, it is becoming more than a novelty or a new trend.

In small Spanish islands, people traveling with children are becoming a minority. Families may feel discriminated against and express dissatisfaction with this situation in the future.

This study covers the gap in the academic literature on this growing hotel segment.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.