Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

A cornerstone of successful international marketing is matching product attributes to customer attitudes, values, and lifestyles within or across geographic markets. Strategically, cross-national segmentation constitutes a core theme of international marketing operations aiming at identifying customer segments companies may target within or across international markets. This retrospective reviews and reflects upon the conceptual and empirical use of consumer cosmopolitanism as a relevant segmentation base in international marketing literature.