Fitting International Segmentation for Emerging Markets: Conceptual Development and Empirical Illustration

@article{Schlager2013FittingIS,
  title={Fitting International Segmentation for Emerging Markets: Conceptual Development and Empirical Illustration},
  author={T. Schlager and P. Maas},
  journal={Journal of International Marketing},
  year={2013},
  volume={21},
  pages={39 - 61}
}
The increasing attractiveness of emerging markets (EMs), alongside the progression of internationalization, raises the question whether setting up a unified marketing strategy for EMs and high-income countries is appropriate. In this study, the authors use institutionally induced heterogeneity, which refers to distinct consumer patterns evoked by contextual differences, to elaborate on the requirements of an international segmentation that includes EMs, such as microlevel analyses and the… Expand
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