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Do Culture-based Segments Predict Selection of Market Strategy?

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  • Veronika Jadczaková

    (Department of Demography and Applied Statistics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

Abstract

Academists and practitioners have already acknowledged the importance of unobservable segmentation bases (such as psychographics) yet still focusing on how well these bases are capable of describing relevant segments (the identifiability criterion) rather than on how precisely these segments can predict (the predictability criterion). Therefore, this paper intends to add a debate to this topic by exploring whether culture-based segments do account for a selection of market strategy. To do so, a set of market strategy variables over a sample of 251 manufacturing firms was first regressed on a set of 19 cultural variables using canonical correlation analysis. Having found significant relationship in the first canonical function, it was further examined by means of correspondence analysis which cultural segments - if any - are linked to which market strategies. However, as correspondence analysis failed to find a significant relationship, it may be concluded that business culture might relate to the adoption of market strategy but not to the cultural groupings presented in the paper.

Suggested Citation

  • Veronika Jadczaková, 2015. "Do Culture-based Segments Predict Selection of Market Strategy?," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 553-558.
    • Handle: RePEc:mup:actaun:actaun_2015063020553
    DOI: 10.11118/actaun201563020553
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    References listed on IDEAS

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    1. Veronika Jadczaková, 2013. "Responsiveness of culture-based segmentation of organizational buyers," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(7), pages 2205-2212.
    2. Renae A. Jones & Nerina L. Jimmieson & Andrew Griffiths, 2005. "The Impact of Organizational Culture and Reshaping Capabilities on Change Implementation Success: The Mediating Role of Readiness for Change," Journal of Management Studies, Wiley Blackwell, vol. 42(2), pages 361-386, March.
    3. Allan P. O. Williams, 2006. "Leadership in Change," Palgrave Macmillan Books, in: The Rise of Cass Business School, chapter 15, pages 200-220, Palgrave Macmillan.
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