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The Challenge of International Market Segmentation in Emerging Markets

The Challenge of International Market Segmentation in Emerging Markets
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Author(s): Ramazan Nacar (Istanbul Technical University, Turkey & Yalova University, Turkey)and Nimet Uray (İstanbul Technical University, Turkey)
Copyright: 2016
Pages: 20
Source title: International Business: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-9814-7.ch104

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Abstract

Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.

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