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Research papers

Cross-cultural segmenting and brand extension

Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had...

Catalogue: International Automotive Marketing Conference 1998
Authors: Erik Olson, Hans Mathias Thjomoe
June 15, 1998
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Citation

Olson and Thjomoe (1998a, June 15). Cross-cultural segmenting and brand extension. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/cross-cultural-segmenting-and-brand-extension