New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns

@inproceedings{Helsen2007NewAT,
  title={New Approach to Country Segmentation Utilizing Multinational Diffusion Patterns},
  author={Kristiaan Helsen and Kamel Jedidi and Wayne S. DeSarbo},
  year={2007}
}
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… CONTINUE READING

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