This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying...

Purpose – The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets. Design/methodology/approach – A principal component analysis was conducted to determine the major macro‐ as well as...

Purpose – This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets. Design/methodology/approach – This paper...

Purpose – The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance. Design/methodology/approach – The methodology is based on a multi‐case analysis of interviews conducted with five BG enterprises in...