The decision to segment international markets should be based upon the ability of that strategy to contribute to firm performance. This paper presents a synthesis framework of international market segmentation strategy decision-making and a study examining specific relationships between segmentation decisions and managerial assessment of performance.
CITATION STYLE
Craft, S. H., & Hassan, S. S. (2015). Global Consumer Market Segmentation Strategy Decisions and Managerial Assessment of Performance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 26–30). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_17
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