1. ¹Aston Business School, Aston University, Birmingham, UK
2. ²University and College of Charleston, Charleston, South Carolina, USA

Correspondence: AJ Broderick, Aston Business School, Aston University, Birmingham, B4 7ET, UK. Tel: +44 121 204 3011; Fax: +44 121 204 4917; E-mail: a.j.broderick@aston.ac.uk

Received 6 April 2004; Revised 6 June 2006; Accepted 16 March 2007; Published online 5 July 2007.

Abstract

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.