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A Cross-National and Cross-Cultural Approach to …
A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers' Perceived Service Quality James Agarwal, Naresh K. Malhotra, and Ruth N. Bolton ABSTRACT. The spread of global culture is being facilitated by the proliferation of transnational corporations, the rise of global capi- talism, widespread aspiration for material possessions, and the homogenization of global consumption. The extent of convergence of cultural values across nations has been debated by international marketing researchers. However, from a practical standpoint, transnational firms require a Cross-National , Cross-Cultural Approach to market segmentation that can be used to guide the development of global marketing strategies. In this study, the authors investigate the appli- cation of Cross-National versus Cross-Cultural approaches to market segmentation through a rigorous empirical investi- gation in the context of banking services.
G iven the rapid pace of globalization, turbulent economic and political changes, and the domi-nance of multinational corporations, values of global culture—such as a free market economy, democ-
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