Cosmopolitan-Based Cross National Segmentation in Global Marketing Simulations

Authors

  • Hugh M. Cannon
  • Attila Yaprak

Abstract

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.

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Published

2014-03-04