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Full-Text Articles in Business
Fragmentation And Segmentation: Marketing Global Benefits, Russell P. Adams
Fragmentation And Segmentation: Marketing Global Benefits, Russell P. Adams
International Business and Entrepreneurship Faculty Publications and Presentations
Though consumption culture and globalization are major themes impacting the modern landscape, there has been limited research in these areas due to, in part, the increasing fragmentation of markets. A case is made that the seemingly disparate views, cultural fragmentation and global segmentation can be harmonized. This paper presents a theoretical framework to understand how the fragmentation of markets and global segmentation strategies can be compatible. Due to the cultural convergence brought on by globalization and marketing intermediaries, global segments can be identified through the common needs sought by consumers.
International Strategic Alliances: Identifying Objective Performance Measures, Russell P. Adams, Clara Downey
International Strategic Alliances: Identifying Objective Performance Measures, Russell P. Adams, Clara Downey
International Business and Entrepreneurship Faculty Publications and Presentations
With the acceleration of globalization, International Strategic Alliances (ISA) are increasingly playing a critical role in a firm’s strategic arsenal. Despite its importance, measuring an ISA’s success is difficult due to the reticence of failing partnerships to announce these issues. This paper presents an analysis of 29 alliances from 18 countries and 5 industries. The success or failure of these alliances was analyzed utilizing ROA, ROE, ROI, and operating margin as the variables of performance measurement. Discriminant Analysis demonstrates that operating margin correctly classifies the success of an alliance 70% of the time.