Do culture-based segments predict selection of market strategy?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43310%2F15%3A43907209" target="_blank" >RIV/62156489:43310/15:43907209 - isvavai.cz</a>

Result on the web

<a href="http://acta.mendelu.cz/63/2/0553/" target="_blank" >http://acta.mendelu.cz/63/2/0553/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201563020553" target="_blank" >10.11118/actaun201563020553</a>

Result language

angličtina

Original language name

Do culture-based segments predict selection of market strategy?

Original language description

Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics) yet still focusing on how well these bases are capable of describing relevant segments (the identifiability criterion) rather than on how precisely these segments can predict (the predictability criterion). Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing firms was first regressed on a set of 19 cultural variables using canonical correlation analysis. Having found significant relationship in the first canonical function, it was further examined by means of correspondence analysis which cultural segments - if any - are linked to which market strategies. However, as correspondence analysis failed to find a significant relationship, it may be concluded that business culture might re

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

BB - Applied statistics, operational research

OECD FORD branch

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Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

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Volume of the periodical

63

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

6

Pages from-to

553-558

UT code for WoS article

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EID of the result in the Scopus database

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