International marketing strategies of emerging market firms

Market Segmentation Strategies of Multiproduct Firms ∗ Ulrich

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. There are two effects of offering a targeted product: (i) if a consumer’s favorite product is offered, her utility increases because there is a better fit between product and preferences; (ii) if her favorite product is not offered, the consumer...

Market Segmentation Strategies of Multiproduct Firms

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. There are two effects of offering a targeted product: (i) if a consumer’s favorite product is offered, her utility increases because there is a better fit between product and preferences; (ii) if her favorite product is not offered, the consumer...

Market Segmentation Strategies of Multiproduct Firms

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. Offering a targeted product has two effects: utility increases for some consumers due to increased fit, whereas utility decreases for others due to increased misfit. Previous work has not considered these two effects jointly and has therefore no...

How Do International Marketing Strategies Help Firms Achieve Competitive Advantage: German companies being successful in China

Market Size, Legal Institutions, and International Diversifi cation Strategies: Implications for the Performance of Multinational Firms

and Key Results 0 Recognizing that country-specifi c resources are generally diffi cult to imitate or diffuse across national boundaries, we propose that home country conditions are key determinants of fi rms’ strategic choices. By embracing insights from both institutional economics and resource-based view, we identify two country-level environmental constituents – domestic market size and leg...