Abstract
The decision to segment international markets should be based upon the ability of that strategy to contribute to firm performance. This paper presents a synthesis framework of international market segmentation strategy decision-making and a study examining specific relationships between segmentation decisions and managerial assessment of performance.
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Keywords
- International Business Study
- Segmentation Strategy
- Factor Index
- Consumer Segment
- International Segmentation
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Craft, S.H., Hassan, S.S. (2015). Global Consumer Market Segmentation Strategy Decisions and Managerial Assessment of Performance. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_17
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DOI: https://doi.org/10.1007/978-3-319-11761-4_17
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