"The best customer for any business is a happy customer. He returns again and again, brings his friends and relatives, and his loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the...

Global segments (e.g., business executives, MTV-nurtured teenagers) evolve from worldwide-shared activities that over time shape customer expectations. We argue that homogenization of expectations in global segments is not perfect. We identify forces that drive customer expectations towards...