Reach and diversity will require a new understanding of market segmentation Opportunity to build global market segments has never been better.
Cross-national segmentation is possible for global businesspeople, teenagers, and the middle class, in general (Dawar and Parker 1994; Hassan et al. 2003; Levitt 1983), though cross-cultural segmentation might be better suited for certain industries (Agarwal et al. 2010).
MNEs will need to learn how to create large segments of homogenous customers, identify common needs, and find optimal ways to serve them with standardized offerings.
Reach and diversity will require a new understanding of market segmentation Opportunity to build global market segments has never been better. Cross-national segmentation is possible for global businesspeople, teenagers, and the middle class, in general (Dawar and Parker 1994; Hassan et al. 2003; Levitt 1983), though cross-cultural segmentation might be better suited for certain industries (Agarwal et al. 2010). MNEs will need to learn how to create large segments of homogenous customers, identify common needs, and find optimal ways to serve them with standardized offerings.
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