A cross-national and cross-cultural approach to global market segmentation : an application using consumers' perceived service quality

• Main Authors: Malhotra, Naresh K., Bolton, Ruth N., Agarwal, James
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: https://hdl.handle.net/10356/100294; http://hdl.handle.net/10220/16230
• Institution: Nanyang Technological University

The spread of global culture is being facilitated by the proliferation of transnational corporations, the rise of global capitalism, widespread aspiration for material possessions, and the homogenization of global consumption. The extent of convergence of cultural values across nations has been deba...