Levels of Corporate Globalization: Developing a Measurement Scale for Global Customer Management

by P. Kuchinka

Overview

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.

Product Details

ISBN-13:	9781349518487
Publisher:	Palgrave Macmillan UK
Publication date:	01/01/2004
Edition description:	1st ed. 2004
Pages:	192
Product dimensions:	5.51(w) x 8.50(h) x (d)

About the Author

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.

Table of Contents

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