A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns

  • S. DeSarbo
  • Published 2007

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… (More)

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Cite this paper

@inproceedings{DeSarbo2007ANA, title={A New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns}, author={S. DeSarbo}, year={2007} }