Purpose The purpose of this paper is to improve disaster management models, have an optimal distribution of assets, reduce human suffering in a crisis and find a good solution for warehouse locations, distribution points, inventory levels and costs, considering the uncertainty of a wide range of variables, to serve as a support model for decision making in real situations. Design/methodology/approach A model is developed based on the recent models. It includes structured and non-structured data (historical knowledge) from a humanitarian perspective. This model considers the uncertainty in a landslide and flood area and it is applied in a representative Peruvian city. Findings The proposed model can be used to determine humanitarian aid supply and its distribution with uncertainty, regarding the affected population and its resilience. This model presents a different point of view from the efficiency of the logistics perspective, to identify the level of trust between all the stakeholders (public, private and academic). The finding provides a new insight in disaster management to cover the gap between applied research and human behavior in crisis. Research limitations/implications In this study the access of reliable information is limited. Practical implications This paper provides an operation model with uncertainty in a humanitarian crisis and a decision-making tool with some recommendation for further public policies. Originality/value This study presents a model for decision makers in a low-income zone and highlights the importance of preparedness in the humanitarian system. This paper expands the discussion of how the mathematical models and human behaviors interact with different perspectives in a humanitarian crisis.

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PurposeCompanies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a view to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers according to the degree of belonging to specific and hybrid (global citizenship) segments.Design/methodology/approachA questionnaire was applied online in English in five countries across the Americas and Europe resulting in a sample of 412 consumers. Based on the fuzzy C-means cluster analysis, the study segments the sample of consumers according to the degree of belonging to specific and global citizenship segments.FindingsAnalysis of survey results show three groups; two distinct groups and a third with features of both, a distinct intersection group. These findings suggest that consumers in different countries develop beliefs and attitudes about global citizenship, and this perspective coincides with the characteristics of the intersection group. Consequently, the study shows that fragmentation of the needs of consumers exists within and between countries.Originality/valueThis study contributes to the concept of global citizenship, helping managers of global brands improve their marketing strategy decisions by implementing strategies that are standardized or adapted to specific hybrid segments of consumers that transcend national borders. This study used a statistical method to measure the degree of belonging to each segment.