Linking global market segmentation decisions with strategic positioning options

Journal of Consumer Marketing

Volumn 22, Issue 2, 2005, Pages 81-89

  Hassan, Salah S ^a   Craft, Stephen H ^b  

^a GEORGE WASHINGTON UNIVERSITY   (United States)

^b BIRMINGHAM SOUTHERN COLLEGE   (United States)

Author keywords

Brand management; Globalization; International marketing; Market segmentation; Product positioning; Strategic marketing

Indexed keywords

EID: 18844396771     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760510589244     Document Type: Article

References (24)

1. Aulakh, P.S. and Kotabe, M. (1993), "An assessment of theoretical and methodological development in international marketing: 1980-1990", Journal of International Marketing, Vol. 1 No. 2, pp. 5-28.
2. Daniels, J.D. (1987), "Bridging national and global marketing strategies through regional operations", International Marketing Review, Vol. 2 No. 3, Autumn, pp. 29-44.
3. Douglas, S.P. and Crai, C.S. (1995), Global Marketing Strategy, McGraw-Hill, New York, NY, p. 554.
4. Green, P.E. and Krieger, A.M. (1991), "Segmentation markets with conjoint analysis", Journal of Marketing, Vol. 55 No. 4, pp. 20-31.
5. Hassan, S.S. and Blackwell, R. (1994), Global Marketing Perspectives and Cases, The Dryden Press, Fort Worth, TX.
6. Hassan, S.S. and Katsanis, L.P. (1991), "Identification of global consumer segments: a behavioral framework", Journal of International Consumer Marketing, Vol. 3 No. 2, pp. 11-28.
7. Hassan, S.S., Craft, S.H. and Kortam, W. (2003), "Understanding the new bases for global market segmentation", Journal of Consumer Marketing, Vol. 20 No. 5, Winter, pp. 446-60.
8. Helsen, K., Jedidi, K. and DeSarbo, W.S. (1993), "A new approach to country segmentation utilizing multinational diffusion patterns", Journal of Marketing, Vol. 57, October, pp. 60-71.
9. Huszagh, S.M., Fox, R.J. and Day, E. (1986), "Global marketing: an empirical investigation", Columbia Journal of World Business, Vol. 20 No. 4, Winter, pp. 31-43.
10. Jain, S.C. (1989), "Standardization of international marketing strategy: some research hypothesis", Journal of Marketing, January, pp. 70-9.
11. Kale, S.H. and Sudharshan, D. (1987), "A strategic approach to international segmentation", International Marketing Review, Vol. 4, Summer, pp. 60-70.
12. Keegan, W.J. and Schlegelmich, B.B. (1999), Global Marketing Management: A European Perspective, Prentice-Hall, London.
13. Kotler, P. (1986), "Global standardization - courting danger", Journal of Consumer Marketing, Vol. 3 No. 2, Spring, pp. 13-15.
14. Kreutzer, R.T. (1988), "Marketing mix standardization: an integrated approach in global marketing", European Journal of Marketing, Vol. 22 No. 10, pp. 19-30.
15. Lambin, J.-J. (1997), Strategic Marketing Management, McGraw-Hill, London.
16. Levitt, T. (1983), "The globalization of markets", Harvard Business Review, Vol. 61, May-June, pp. 92-102.
17. Luqmani, M., Yavas, U. and Quraeshi, Z.A. (1994), "A convenience-oriented approach to country segmentation", Journal of Consumer Marketing, Vol. 11 No. 4, pp. 29-40.
18. Nachum, L. (1994), "The choice of variables for segmentation of the international market", International Marketing Review, Vol. 11 No. 3, pp. 54-67.
19. Ries, A. (1996), Focus: The Future of Your Company Depends on It, Harper Collins, New York, NY.
20. Ries, A. and Trout, J. (1986), Positioning: The Battle for Your Mind, McGraw-Hill, New York, NY.
21. Takeuchi, H. and Porter, M.E. (1986), "Three roles of international marketing in global industries", in Porter, M.E. (Ed.), Competition in Global Industries, The Harvard Business School Press, Boston, MA.
22. Whitlock, J.M. (1987), "Global marketing and the case for international product standardization", European Journal of Marketing, Vol. 21 No. 9, pp. 32-44.
23. Wind, Y. (1978), "Issues and advances in segmentation research", Journal of Marketing Research, Vol. XV, August, pp. 318-37.
24. Wind, Y. (1986), "The myth of globalization", Journal of Consumer Marketing, Vol. 3, Spring, pp. 23-6.