Structural Bilingualism and Marketing Strategy:The Case of Franco-Arabic Bilingual Segmentation

Abstract

This research suggests studying the concept of structural bilingualism through the case of Franco-Arabic bilingualism in Maghreb countries. Methodologically, the research attempts to identify groups of consumers' languages, by an effective marketing segmentation, through a valid measure of Franco-Arabic bilingualism. Several exploratory qualitative and quantitative inquiries have been conducted. The article concludes with research findings by providing a Franco-Arabic bilingual segmentation, managerial implications and future research paths.