... and emerging markets that managers must take into account. These are that consumers differentiate between local and international brands, and that consumer segments differ between emerging and developed markets. This paper refutes these myths. The paper aims to discuss these issues. Design/methodology...

... horizontal segments based on the way consumers view their age. Design/methodology/approach – Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale. Findings – Two distinct segments...

...Kenneth C. Gehrt; Soyeon Shim The study demonstrates the viability of situational segmentation in a market outside the USA. A number of situational segmentation studies in the USA have examined the snacking market. This study examines situational segmentation opportunities in the context...

...John C. Crawford; Barbara C. Garland; G. Ganesh This article examines the extent to which there is a global pro‐trade consumer segment that cuts across levels of economic development. This study, involving two different methodological techniques, identifies and profiles the pro‐trade consumer...

...Ishmael P. Akaah; Attila Yaprak This paper illustrates how conjoint methodology can be used by recipient countries to segment the donor market for foreign direct investment (FDI), thereby enhancing the effectiveness of their FDI attraction efforts. The study results indicate that FDI donors can...