The behavioural homogenetity evaluation framework: using consumer involvement in international segmentation

Amanda J. Broderick, G.E. Greenley, R.D. Mueller

    Research output: Contribution to journalArticle

    34 Citations (Scopus)
    Original languageEnglish
    Pages (from-to)746-763
    JournalJournal of International Business Studies
    Issue number5
    Publication statusPublished - 2007

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    • consumer involvement
    • international marketing strategies
    • market segmentation

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