Methodological Options in International Market Segmentation
File | Description | Size | Format | |
---|---|---|---|---|
00010584.pdf | 2.94 MB | Adobe PDF | View/Open |
Other Titles: | Methodological Options in International Market Segmentation | Authors: | Bastian, Iryna | Supervisor: | Bauer, Erich | 1. Expert: | Bauer, Erich | Experts: | Missong, Martin | Abstract: | The last decades were marked with an increasing involvement of multi-product manufacturers into cross-border business activities. Dealing with heterogeneous needs of consumers in different countries is one of the biggest challenges in the modern business. Correspondingly, special importance is being attached to international market segmentation. Finding transnational segments and developing standardized marketing programs for targeting them gain on popularity. The doctoral research of Dr. Iryna Bastian contributes to clarification of problematic issues connected to international market segmentation. In particular, advantages and limitations of conducting international market segmentation in the form of additive intranational market segmentation and integral market segmentation are investigated. Moreover, effectiveness of segmentation approaches based on the Ward's method, K-means method, and SOM in finding transnational segments is assessed. |
Keywords: | international market segmentation; international market research; multivariate analysis; neural networks | Issue Date: | 9-Jan-2007 | Type: | Dissertation | Secondary publication: | no | URN: | urn:nbn:de:gbv:46-diss000105847 | Institution: | Universität Bremen | Faculty: | Fachbereich 07: Wirtschaftswissenschaft (FB 07) |
Appears in Collections: | Dissertationen |
Page view(s)
337
checked on Apr 2, 2025
Download(s)
188
checked on Apr 2, 2025
Google ScholarTM
Check
Items in Media are protected by copyright, with all rights reserved, unless otherwise indicated.