Understanding the new bases for global market segmentation

By S. Hassan, Stephen H. Craft, W. Kortam. 2003

110 citations recorded by the source corpus.

This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within‐country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade‐off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/bc652d872317d3bfc7991602942e6008c7d417b4

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Citations in the corpus

Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework (2008, background): “…appeals that transcend cultural, structural, and regional differences, the global brand will benefit from a unique perceived image in all its markets, especially when targeting global consumer segments, such as the affluent and teenagers (Hassan, Craft, and Kortam 2003; Hassan and Katsanis 1991).”
Organic food consumption in Europe: International segmentation based on value system differences (2011, unknown): “Quite often, national characteristics have been used as a basis for international segmentation (Hassan et al., 2003).”
Antecedents, moderators and dimensions of country‐of‐origin evaluations (2008, background): “Questions such as whether to cluster countries based on the similarity of target consumer groups within each country or to target different segments in different countries with the same product (Hassan et al., 2003) need to get appropriate answers.”
Market Segmentation in Practice: Review of Empirical Studies, Methodological Assessment, and Agenda for Future Research (2008, methodology): “In the most recent empirical study identified, Craft and Hassan (2006) developed ten factors capturing different segmentation dimensions by means of factor analysis based on seventeen country attractiveness and twenty-two within-country indicators drawn from literature.”