The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation
| Autor: | Gordon E. Greenley, Rene Dentiste Mueller, Amanda J. Broderick |
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| Rok vydání: | 2007 |
| Předmět: |
Economics and Econometrics
Knowledge management business.industry Strategy and Management Homogeneity (statistics) Organizational culture International business General Business Management and Accounting Market segmentation Management of Technology and Innovation Economics Segmentation Business and International Management Marketing business International marketing |
| Zdroj: | Journal of International Business Studies. 38(5):746-763 |
| Popis: | This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies. Journal of International Business Studies (2007) 38, 746–763. doi:10.1057/palgrave.jibs.8400296 |
| Databáze: | OpenAIRE |
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