Journal of International Business Studies

, Volume 38, Issue 5, pp 746–763 | Cite as

The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation

  • Amanda J Broderick
  • Gordon E Greenley
  • Rene Dentiste Mueller


This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies.


market segmentation behavioural homogeneity international marketing strategy consumer involvement 



Special thanks go to the three anonymous reviewers and the Editor-in-Chief, Arie Y. Lewin, for guidance in our development of this manuscript, and to the Chartered Institute of Marketing for part-funding this project.


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Copyright information

© Academy of International Business 2007

Authors and Affiliations

  • Amanda J Broderick
    • 1
  • Gordon E Greenley
    • 1
  • Rene Dentiste Mueller
    • 2
  1. 1.Aston Business School, Aston UniversityBirminghamUK
  2. 2.University and College of CharlestonCharlestonUSA

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