Dr. Nitish Singh
Associate Professor of International Business & Director of Program Innovations
Boeing Institute of International Business, Saint Louis University
Multinationals are struggling with the idea of how to best reach global consumers. Some firms try to find the elusive global consumer segments to optimize their marketing budgets, but most firms face the harsh reality of offending global consumers by not investing in a good localization strategy. This presentation will provide global marketers a “Global; Segmentation tool” to effectively identify the global consumer segments based on their global and national identities. The implementation of this segmentation tool can allow marketers to optimize their global marketing budgets
