Broderick, Amanda J; Greenley, Gordon E; Mueller, Rene … - In: Journal of International Business Studies 38 (2007) 5, pp. 746-763
This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the...