Cosmopolitan consumers as a target group for segmentation
For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers' degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive co...
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| Main Authors: | , , |
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| Format: | Default Article |
| Published: |
2012
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/16007 |
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