Levels of Corporate Globalization: Development of a Measurement Scale in the Context of Global Customer Management

ISBN-13: 9781349518487 / Angielski / Miękka / 2004 / 192 str.

P. Kuchinka

Opis

This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. This is a tool that will help companies segment their customers and enable them to adapt customer management strategies when dealing with increasingly global customers. This in turn helps determine the company's own strategic position, thereby enhancing corporate performance.

Spis treści

Introduction PART 1: THEORETICAL FRAMEWORK Corporate Globalization Customer Relationship Management Global Customer Management Research Issues PART 2: RESEARCH MEHTODOLOGY Construct Measurement The LISREL Approach Exploratory versus Confirmatory Factor Analysis Cluster Analysis Discriminant Analysis PART 3: EMPIRICAL STUDY Procedure to Level of Corporate Globalization Development Data Collection and Data Basis Data Analysis PART 4: CONCLUSIONS Theoretical Implications Managerial Implications Limitations and Future Research Questions

O autorze

PETRA KUCHINKA is Assistant Professor in the Department of Marketing at Johannes Kepler University, Linz, Austria. Her research interests include relationship management, global customer management and industrial marketing.