The International Consumer Market Segmentation Managerial Decision-Making Process

Craft, Stephen H.
June 2004
SAM Advanced Management Journal (07497075);Summer2004, Vol. 69 Issue 3, p40
Academic Journal
Past literature on the subject of marketing abroad has tended to assume that businesses first select a country and then analyze its market segments. In fact, case studies of multinational firms find the process is much less linear and less clear cut. The decision-making process often involves three steps: country, segment, and degree and type of management control over the segments. Some companies are going after business and do not really care where it is located or what other businesses the company has there. The three-step decision process, regardless of the order of the steps, seems to result in identifying more specific and actionable market segments.


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