A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns
Country segmentation has been proposed to assist in marketing strategy decisions for international marketing managers. Such schemes typically consist of grouping or clustering a set of specified countries on the basis of a wide array of macroeconomic variables. The authors focus on the merits of suc...
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Veröffentlicht in: | Journal of marketing 1993-10, Vol.57 (4), p.60-71 |
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description | Country segmentation has been proposed to assist in marketing strategy decisions for international marketing managers. Such schemes typically consist of grouping or clustering a set of specified countries on the basis of a wide array of macroeconomic variables. The authors focus on the merits of such country classification schemes in gaining an understanding about multinational diffusion patterns. More specifically, they analyze the extent to which countries belonging to the same (different) grouping reveal similar (dissimilar) diffusion patterns. To that end, they compare the results of traditional segmentation approaches with diffusion-based country segments derived for three different consumer durable goods. For the latter, they rely on a recently developed latent-structure methodology, here modified to accommodate the Bass diffusion model, which simultaneously determines the segments and segment-level estimates of the diffusion parameters. They find that the market segments derived from these two approaches differ dramatically and that macro-level variables do not fully explain differences in diffusion patterns across countries. In addition, country segments formed on the basis of diffusion patterns often differ by product. Finally, they discuss some managerial implications and directions for future research. |
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Such schemes typically consist of grouping or clustering a set of specified countries on the basis of a wide array of macroeconomic variables. The authors focus on the merits of such country classification schemes in gaining an understanding about multinational diffusion patterns. More specifically, they analyze the extent to which countries belonging to the same (different) grouping reveal similar (dissimilar) diffusion patterns. To that end, they compare the results of traditional segmentation approaches with diffusion-based country segments derived for three different consumer durable goods. For the latter, they rely on a recently developed latent-structure methodology, here modified to accommodate the Bass diffusion model, which simultaneously determines the segments and segment-level estimates of the diffusion parameters. They find that the market segments derived from these two approaches differ dramatically and that macro-level variables do not fully explain differences in diffusion patterns across countries. In addition, country segments formed on the basis of diffusion patterns often differ by product. Finally, they discuss some managerial implications and directions for future research.</description><identifier>ISSN: 0022-2429</identifier><identifier>EISSN: 1547-7185</identifier><identifier>DOI: 10.1177/002224299305700405</identifier><identifier>CODEN: JMKTAK</identifier><language>eng</language><publisher>New York: American Marketing Association</publisher><subject>Aggregates ; Agricultural population ; Censuses ; Cluster analysis ; Cosmopolitanism ; Decision making models ; Durable goods ; Foreign investment ; GNP ; Gross National Product ; Innovation diffusion ; International markets ; International trade ; Latent class analysis ; Macroeconomics ; Market segmentation ; Market strategy ; Marketing ; Maximum likelihood estimation ; Pattern ; Population education ; Product innovation ; Statistical analysis ; Studies ; Taxonomy</subject><ispartof>Journal of marketing, 1993-10, Vol.57 (4), p.60-71</ispartof><rights>Copyright 1993 The American Marketing Association</rights><rights>Copyright American Marketing Association Oct 1993</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c2043-3d69ccb6dde20fec3fa7b15b5a473dfd9a8d2684cdf80bf084ec182bdee6a21c3</citedby><cites>FETCH-LOGICAL-c2043-3d69ccb6dde20fec3fa7b15b5a473dfd9a8d2684cdf80bf084ec182bdee6a21c3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.jstor.org/stable/pdf/1252219$$EPDF$$P50$$Gjstor$$H</linktopdf><linktohtml>$$Uhttps://www.jstor.org/stable/1252219$$EHTML$$P50$$Gjstor$$H</linktohtml><link.rule.ids>314,780,784,803,27869,27924,27925,58017,58250</link.rule.ids></links><search><creatorcontrib>Helsen, Kristiaan</creatorcontrib><creatorcontrib>Jedidi, Kamel</creatorcontrib><creatorcontrib>DeSarbo, Wayne S.</creatorcontrib><title>A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns</title><title>Journal of marketing</title><description>Country segmentation has been proposed to assist in marketing strategy decisions for international marketing managers. Such schemes typically consist of grouping or clustering a set of specified countries on the basis of a wide array of macroeconomic variables. The authors focus on the merits of such country classification schemes in gaining an understanding about multinational diffusion patterns. More specifically, they analyze the extent to which countries belonging to the same (different) grouping reveal similar (dissimilar) diffusion patterns. To that end, they compare the results of traditional segmentation approaches with diffusion-based country segments derived for three different consumer durable goods. For the latter, they rely on a recently developed latent-structure methodology, here modified to accommodate the Bass diffusion model, which simultaneously determines the segments and segment-level estimates of the diffusion parameters. They find that the market segments derived from these two approaches differ dramatically and that macro-level variables do not fully explain differences in diffusion patterns across countries. In addition, country segments formed on the basis of diffusion patterns often differ by product. 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marketing</jtitle><date>1993-10-01</date><risdate>1993</risdate><volume>57</volume><issue>4</issue><spage>60</spage><epage>71</epage><pages>60-71</pages><issn>0022-2429</issn><eissn>1547-7185</eissn><coden>JMKTAK</coden><abstract>Country segmentation has been proposed to assist in marketing strategy decisions for international marketing managers. Such schemes typically consist of grouping or clustering a set of specified countries on the basis of a wide array of macroeconomic variables. The authors focus on the merits of such country classification schemes in gaining an understanding about multinational diffusion patterns. More specifically, they analyze the extent to which countries belonging to the same (different) grouping reveal similar (dissimilar) diffusion patterns. To that end, they compare the results of traditional segmentation approaches with diffusion-based country segments derived for three different consumer durable goods. For the latter, they rely on a recently developed latent-structure methodology, here modified to accommodate the Bass diffusion model, which simultaneously determines the segments and segment-level estimates of the diffusion parameters. They find that the market segments derived from these two approaches differ dramatically and that macro-level variables do not fully explain differences in diffusion patterns across countries. In addition, country segments formed on the basis of diffusion patterns often differ by product. Finally, they discuss some managerial implications and directions for future research.</abstract><cop>New York</cop><pub>American Marketing Association</pub><doi>10.1177/002224299305700405</doi><tpages>12</tpages></addata></record> |
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subjects | Aggregates Agricultural population Censuses Cluster analysis Cosmopolitanism Decision making models Durable goods Foreign investment GNP Gross National Product Innovation diffusion International markets International trade Latent class analysis Macroeconomics Market segmentation Market strategy Marketing Maximum likelihood estimation Pattern Population education Product innovation Statistical analysis Studies Taxonomy |
title | A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns |
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