TITLE

The International Consumer Market Segmentation Managerial Decision-Making Process

AUTHOR(S)
Craft, Stephen H.
PUB. DATE
June 2004
SOURCE
SAM Advanced Management Journal (07497075);Summer2004, Vol. 69 Issue 3, p40
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
14310381

 

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