Although segmentation decisions are critical for achieving differential advantage in an
increasingly competitive marketplace, the empirical investigation of how segmentation …

Purpose–This paper aims to examine the conceptual as well as empirical linkages between
segmentation bases and brand positioning strategies in the context of discussing practical …

In the past two decades, the concept of international segmentation has received increasing
attention in the strategic marketing literature. However, although segmentation decisions are …

The increasing attractiveness of emerging markets (EMs), alongside the progression of
internationalization, raises the question whether setting up a unified marketing strategy for …

Purpose–The purpose of this paper is to provide a conceptual framework for better
understanding of cross‐national segmentation under the underlying forces of globalization …

In recent years, export segmentation effectiveness has attracted increasing attention in
academic literature. The current study acknowledges this construct's ability to capture the …

Owing to their considerable potential for market segmentation studies, mixture regression
models have recently received increasing attention from both academics and practitioners …

This multimethod study develops a context-sensitive approach to subsistence consumer
segmentation as advocated in the international market segmentation literature. Building on …

The body of literature on brand extensions has extensively focused on consumers'
evaluation and perceived fit of brand extensions. Yet little attention has been given to the …

The study intended to determine the effect of strategic positioning on financial performance
of commercial banks in Kenya. The need for proper strategic positioning to find the best 'fit'is …