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

• المؤلفون الرئيسيون: Malhotra, Naresh K., Bolton, Ruth N., Agarwal, James
• مؤلفون آخرون: Nanyang Business School
• التنسيق: مقال
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/100294; http://hdl.handle.net/10220/16230

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...