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Levels of Corporate Globalization

Developing a Measurement Scale for Global Customer Management

  • Book
  • © 2004

Overview

Authors:
  1. Petra Kuchinka

    1. Johannes Kepler University, Austria

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Table of contents (5 chapters)

  1. Front Matter

    Pages i-xiii
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  2. Introduction

    • Petra Kuchinka
    Pages 1-14

  3. Theoretical Framework

    • Petra Kuchinka
    Pages 15-64

  4. Research Methodology

    • Petra Kuchinka
    Pages 65-86

  5. Empirical Study

    • Petra Kuchinka
    Pages 87-154

  6. Conclusions

    • Petra Kuchinka
    Pages 155-163

  7. Back Matter

    Pages 164-192
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Keywords

About this book

This book presents a new and practical segmentation approach to be used in global customer management in the form of a scale by which to measure the level of corporate globalization. This is a tool that will help companies segment their customers and enable them to adapt customer management strategies when dealing with increasingly global customers. This in turn helps determine the company's own strategic position, thereby enhancing corporate performance.

Authors and Affiliations

  • Johannes Kepler University, Austria

    Petra Kuchinka

About the author

PETRA KUCHINKA is Assistant Professor in the Department of Marketing at Johannes Kepler University, Linz, Austria. Her research interests include relationship management, global customer management and industrial marketing.

Bibliographic Information

  • Book Title: Levels of Corporate Globalization

  • Book Subtitle: Developing a Measurement Scale for Global Customer Management

  • Authors: Petra Kuchinka

  • DOI: https://doi.org/10.1057/9780230511316

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Petra Kuchinka 2004

  • Hardcover ISBN: 978-1-4039-3625-7Published: 30 April 2004

  • Softcover ISBN: 978-1-349-51848-7Published: 01 January 2004

  • eBook ISBN: 978-0-230-51131-6Published: 30 April 2004

  • Edition Number: 1

  • Number of Pages: XIII, 192

  • Number of Illustrations: 15 b/w illustrations

  • Topics: Marketing, International Economics, Globalization

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