Cosmopolitan-Based Cross National Segmentation in Global Marketing Simulations

Hugh M. Cannon, Attila Yaprak


Notwithstanding the continuing globalization of marketing activities, cosmopolitanism -- the central driving concept of global orientation -- has received relatively little attention in the literature of business simulation. This paper addresses the use of the cosmopolitanism construct in simulating cross-national segmentation. It will review recent research regarding cosmopolitanism and discuss the specific implications for simulation design.

Full Text:



  • There are currently no refbacks.

Copyright (c) 2017 Developments in Business Simulation and Experiential Learning

Creative Commons License
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.