The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation
Broderick, Amanda J, Greenley, Gordon E, Mueller, Rene Dentiste
Journal of International Business Studies · 2007 · Volume 38 · Issue 5
DOI: 10.1057/palgrave.jibs.8400296
Abstract
This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultu
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