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Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

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Key Developments in International Marketing

Part of the book series: JIBS Special Collections ((JIBSSC))

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Abstract

A cornerstone of successful international marketing is matching product attributes to customer attitudes, values, and lifestyles within or across geographic markets. Strategically, cross-national segmentation constitutes a core theme of international marketing operations aiming at identifying customer segments companies may target within or across international markets. This retrospective reviews and reflects upon the conceptual and empirical use of consumer cosmopolitanism as a relevant segmentation base in international marketing literature. 

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Authors and Affiliations

  1. Department of Economics and Social Sciences, Institute of Marketing and Innovation, University of Natural Resources and Life Sciences, Vienna, Austria

    Petra Riefler

  2. Department of Business, Economics, and Statistics, Institute of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

Authors
  1. Petra Riefler
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  2. Adamantios Diamantopoulos
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Correspondence to Petra Riefler .

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Editors and Affiliations

  1. Collins College of Business, University of Tulsa, Tulsa, OK, USA

    Saeed Samiee

  2. Leeds University Business School, University of Leeds, Leeds, UK

    Constantine S. Katsikeas

  3. Department of Economics and Social Sciences Institute of Marketing and Innovation, University of Natural Resources and Life Sciences, Vienna, Austria

    Petra Riefler

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Riefler, P., Diamantopoulos, A. (2024). Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective. In: Samiee, S., Katsikeas, C.S., Riefler, P. (eds) Key Developments in International Marketing. JIBS Special Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-17366-0_13

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