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A dominant product-dominant country framework of industrial export segmentation |
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| Authors: | Mahesh N Shankarmahesh [Author Vitae] Howard W Olsen [Author Vitae] Earl D Honeycutt Jr [Author Vitae] |
| Institution: | a College of Business Administration, University of Missouri-St. Louis, 8001 Natural Bridge Road, St. Louis, MO 63121, United States b College of Business Administration, University of Nevada, Reno, Reno, NV 89557, United States c Love School of Business, Elon University, Elon, NC 27244, United States |
| Abstract: | This article proposes a framework that industrial marketing managers can utilize to improve their understanding of and ability to select industrial products for export to attractive global markets. The framework is arrayed along two axes: export products and existing global markets. As a result of the suggested process, a 2×2 model emerges that provides guidance to marketing managers about actions that can be undertaken to maximize success with industrial products and services in the global marketplace. |
| Keywords: | Segmentation Macro-segmentation Product competence Country-based competence |
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