11. ďMulti-Domestic strategy
where each country represents a separate segment
ďGlobal or Pan-Domestic strategy
strategy integrated across borders
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12. Results of previous researches
ď Geographically segments
ď Substantial membership
ď High verses low engagement
ď Segments solutions
ď Strong national orientation
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13. Results of previous researches
ď Cross-national segments
ď Pan-european segment
ď Specific segment
ď Continental segmentation
ď Dependent industries are in different segments
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19. Conceptual issues
ď Level of aggregation
⢠Individuals
⢠Regions
⢠Countries
ď Choice of segmentation
⢠Indentifiability
⢠Accessibility
⢠Responsiveness
ď Construct equivalence
⢠Functional
⢠Conceptual
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20. Methodological issues
ď Measure equivalence
⢠Calibration equivalence
⢠Score equivalence
ď Sampling equivalence
⢠Choice of respondent
⢠Sample frame
ď Segmentation method
⢠Heuristic
⢠Model based
ď Sample size
⢠Equal across countries
⢠Proportional to population sizes
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21. Better international market segmentation
ď Two stage segmentation
⢠Country clustering
⢠Cross-national consumer segmentation
ď Model based segmentation
⢠Theory and prior knowledge
⢠Managerial consideration
ď Correction for response styles
ď Sample reweighting
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