Geographical Market Segmentation of EU Countries for New Entrants – Hierarchical Agglomerative Clustering Method
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU116855" target="_blank" >RIV/00216305:26510/15:PU116855 - isvavai.cz</a>
Result on the web
<a href="http://www.ibima.org/SPAIN2015/papers/schu.html" target="_blank" >http://www.ibima.org/SPAIN2015/papers/schu.html</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Geographical Market Segmentation of EU Countries for New Entrants – Hierarchical Agglomerative Clustering Method
Original language description
Growing liberalization in international marketplace and high domestic competition force companies to expand to global market. Global expansion activities are ever more significant for growth and prosperity of modern companies. Currently, companies are forced to look for new proposals to be able to compete in an ever-increasing competitive environment. Marketing segmentation is used for targeting a smaller, relatively homogenous market and is helpful for marketers to reach the chosen segment of customers effectively with one marketing mix. This paper is focused on the geographical segmentation of EU market where a size of population and gross domestic product per capita of the countries define the potential of those markets. For the purposes of market segmentation agglomerative hierarchical clustering was used and the Ward’s criterion was applied as the suitable statistical method. On the basis of given output the fundamental marketing proposals were formulated for new entrants to EU market.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth
ISBN
978-0-9860419-5-2
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
531-538
Publisher name
International Business Information Management Association (IBIMA)
Place of publication
Madrid, Spain
Event location
Madrid
Event date
Nov 11, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000366872700055