For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers’ degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive...

The issue of information utilisation within an export setting has been neglected in the literature as most studies focus on the acquisition of export marketing research information rather than its actual use. In this paper, an expanded version of Deshpande and Zaltman's well-known model of...