Homogenization and Cultural Differentiation of Customer Expectations in Global Segments: The Case of Business Executives

33 Pages Posted: 24 Mar 2003

See all articles by Laurette Dube

Laurette Dube

McGill University - Desautels Faculty of Management

Amitava Chattopadhyay

INSEAD - Marketing

Bernd H. Schmitt

Columbia Business School - International Business

Ehsan ul Haque

Lahore University of Management Sciences

Sangman Han

Sungkyunkwan University - School of Management

Date Written: October 2002

Abstract

Global segments (e.g., business executives, MTV-nurtured teenagers) evolve from worldwide-shared activities that over time shape customer expectations. We argue that homogenization of expectations in global segments is not perfect. We identify forces that drive customer expectations towards homogeneity and others that hold them culturally bound. Expectations that are likely to become homogeneous are those that are instrumental to the worldwide activity that serves as a basis for formation of the global segment. Expectations that remain culturally bound and call for local adaptation relates to (1) cross-cultural variations in the centrality of the segmentation basis to one's general philosophy in life, and (2) product-related effect of the national culture from which the segment member is drawn. Hypotheses are tested by means-end analysis of expectations of international business executives from North America, East Asia, and South-Asia. Results, broadly consistent with predictions, are discussed in terms of the local-versus-global balance.

Suggested Citation

Dube, Laurette and Chattopadhyay, Amitava and Schmitt, Bernd H. and ul Haque, Ehsan and Han, Sangman, Homogenization and Cultural Differentiation of Customer Expectations in Global Segments: The Case of Business Executives (October 2002). Available at SSRN: https://ssrn.com/abstract=340540 or http://dx.doi.org/10.2139/ssrn.340540

Laurette Dube (Contact Author)

McGill University - Desautels Faculty of Management ( email )

1001 Sherbrooke St. West
Montreal, Quebec H3A1G5 H3A 2M1
Canada
514-398-4026 (Phone)
514-398-3876 (Fax)

Amitava Chattopadhyay

INSEAD - Marketing ( email )

Boulevard de Constance
Fontainebleau, 77305
France
(33) 1 60 71 2643 (Phone)

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

Ehsan Ul Haque

Lahore University of Management Sciences ( email )

D.H.A, Lahore Cantt
Lahore, Punjab 54792
Pakistan

Sangman Han

Sungkyunkwan University - School of Management ( email )

53 Myeongnyun-dong 3-ga Jongno-ju
Guro-gu
Seoul, 110-745
Korea, Republic of (South Korea)

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