Do Culture-based Segments Predict Selection of Market Strategy?

Abstract

Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics) yet still focusing on how well these bases are capable of describing relevant segments (the identifi ability criterion) rather than on how precisely these segments can predict (the predictability criterion). Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing fi rms was fi rst regressed on a set of 19 cultural variables using canonical correlation analysis. Having found signifi cant relationship in the fi rst canonical function, it was further examined by means of correspondence analysis which cultural segments -if any -are linked to which market strategies. However, as correspondence analysis failed to fi nd a signifi cant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.

Logística multicases: do sonho à entrega

“…Recentes pesquisas na área têm buscado compreender a segmentação com bases psicográficas (JADCZAKOVÁ, 2013;, em multiestágios (THOMAS, 2016), ou uma nova tipologia de estratégias e processos de segmentação baseada no uso do produto pelo consumidor final (BROTSPIES e WEINSTEIN, 2017).…”