Cross-National Diffusion Research: What Do We Know and How Certain Are We?

Kumar, V.; Ganesh, Jaishankar; Echambadi, Rajagopal

doi:10.1016/s0737-6782(97)00082-9

Cited by 90 publications

(62 citation statements)

References 7 publications

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“…Stremersch and Tellis (2004) discover significant differences in the European growth rates of consumer durables and find these differences to be mainly related to economic distance. Finally, Kumar, Ganesh, and Echambadi (1998) conclude that geographical, economic, and cultural distance helps explain diffusion similarities across Europe.…”

Section: Nature Of the Segmentation Basismentioning

confidence: 81%

Consumer confidence in Europe: United in diversity?

Lemmens

Croux

Dekimpe

2007

International Journal of Research in Marketing

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The ongoing unification taking place in the European political scene, along with recent advances in consumer mobility and communication technology, raises the question of whether the European Union can be treated as a single market to exploit potential synergy effects from panEuropean marketing strategies. Previous research, which mostly used domain-specific segmentation bases, has resulted in mixed conclusions.In this paper, a more general segmentation basis is adopted, as we consider the homogeneity in the European countries' Consumer Confidence Indicators. Moreover, rather than analyzing more traditional static similarity measures, we adopt the concepts of dynamic correlation and cohesion between countries. The short-run fluctuations in consumer confidence are found to be largely country specific. A myopic focus on these fluctuations may inspire management to adopt multicountry strategies, forgoing the potential longer-run benefits from more standardized marketing strategies. Indeed, the Consumer Confidence Indicators become much more homogeneous as the planning horizon is extended. Moreover, this homogeneity is inversely related to the economic and cultural distance among the various member states. Hence, pan-regional rather than pan-European strategies are called for.

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Section: Nature Of the Segmentation Basismentioning

confidence: 81%

Consumer confidence in Europe: United in diversity?

Lemmens

Croux

Dekimpe

2007

International Journal of Research in Marketing

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“…Recently, penetration rates of products and international diffusion patterns have been suggested as a means for comparing, selecting and segmenting countries (e.g. Dekimpe, Parker, & Sarvary, 2000;Ganesh, 1998;Helsen et al, 1993;Kumar et al, 1998). In research exploring international segmentation, attention could be directed also towards within-country differences and to behavioral variables measured at the consumer level.…”

Section: International Segmentationmentioning

confidence: 99%

“…Additionally, marketing research on financial markets, including on ownership patterns, has increased considerably throughout Europe (Bartram, 1998). In internationalized markets specifically, insights in cross-national similarities and differences in ownership patterns of financial and other products may reveal fruitful directions for international marketing strategy formulation (Ganesh, 1998;Helsen, Jedidi, & DeSarbo, 1993;Kumar, Ganesh, & Echambadi, 1998;Paas, 2001).…”

Section: Introductionmentioning

confidence: 99%

Country and consumer segmentation: multi-level latent class analysis of financial product ownership

Bijmolt

Paas

Vermunt

2004

International Journal of Research in Marketing

126

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The financial services sector has internationalized over the last few decades. Important differences and similarities in financial behavior can be anticipated between both consumers within a particular country and those living in different countries. For companies in this market, the appropriate choice between strategic options and the resulting international performance may critically depend on the cross-national market structure of the various financial products. Insight into country segments and international consumer segments based on domain-specific behavioral variables will therefore be of key strategic importance. We present a multi-level latent class framework for obtaining simultaneously such country and consumer segments. In an empirical study, we apply this methodology and several alternative modeling approaches to data on ownership of eight financial products. Information is available for 15 European countries, with a sample size of about 1000 consumers per country. We find that both country segments and consumer segments are highly interpretable. Also, consumer segmentation is related to demographic variables such as age and income. Our conclusions feature implications, both academic and managerial, and directions for future research. D

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“…As summarized in [6], Gatignon, Eliashberg and Robertson [5], Takada and Jain [7], and Helsen, Jedidi and DeSarbo [8] have some significant work to present, in studying the cross-national diffusion process. Their results can be summarized in the following:…”

Section: Previous Researchmentioning

confidence: 99%

Impact of cross-national diffusion process in telecommunications demand forecasting

et al. 2008

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New product diffusion process studies focus mainly on estimating the adoption rate of the product, within the boundaries of the targeted market. However, and especially for high technology and telecommunications products, it is very likely the case that products or services are introduced simultaneously into a number of market segments, a fact that it is rarely taken into account. Thus, the effect of market and population interaction, and the consequent coinfluence in the diffusion rates is not considered. This work focuses on developing and evaluating a pertinent methodology, so as to capture this cross-national interaction influence in the diffusion process.

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Cross-National Diffusion Research: What Do We Know and How Certain Are We?

Cited by 90 publications

References 7 publications

Consumer confidence in Europe: United in diversity?

Consumer confidence in Europe: United in diversity?

Country and consumer segmentation: multi-level latent class analysis of financial product ownership

Impact of cross-national diffusion process in telecommunications demand forecasting

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