A dynamic framework for understanding cross‐national segmentation

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 and technology. Design/methodology/approach – The approach is conceptual with illustrative examples, with a dynamic approach to cross‐national segmentation being considered. Findings – Cross‐national segmentation can be better understood and better structured through closer examination of how segments evolve over time in response to the underlying forces of globalization and cultural evolution. Research limitations/implications – The framework described in the paper should inspire research on value‐based segmentation schemes across markets. Practical implications – International marketing managers should be able to construct and adapt segmentation strategies much more effectively through the use of the conceptual framework offered in the paper. Originality/value – The framework offered in the paper is unique in that it blends consumer value orientations with product/service characteristics and functionally vs symbolically motivated segments and how these evolve over time.