Levels of Corporate Globalization: Development of a Measurement Scale in the Context of Global Customer Management

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. Cover......Page 1 Contents......Page 6 List of Tables and Figures......Page 8 Foreword......Page 11 Preface......Page 12 Measurement of the level of corporate globalization (LoCG) as a marketing problem......Page 16 Justification......Page 19 Definition of concepts......Page 21 Corporate globalization......Page 30 Customer-relationship management......Page 56 Global customer management......Page 59 Research issues......Page 74 Construct measurement......Page 80 The LISREL approach......Page 87 Excursion: exploratory versus confirmatory factor analysis......Page 93 Cluster analysis......Page 94 Discriminant analysis......Page 98 Procedure of LoCG development......Page 102 Data collection and basis......Page 105 Data analysis: qualitative......Page 106 Data analysis: quantitative......Page 125 Hypotheses......Page 161 Quantitative study: summary of results......Page 165 Theoretical implications......Page 170 Managerial implications......Page 171 Limitations and future research questions......Page 176 Appendix 1: Questionnaire......Page 179 Appendix 2: NVivo Chart......Page 186 Notes......Page 189 Bibliography......Page 194 C......Page 204 G......Page 205 M......Page 206 V......Page 207 Levels of Corporate Globalization presents a measurement scale for the level of corporate globalization, which is an important variable impacting global customer relationships as well as the entire performance of a company. The scale is practical and is used for customer segmentation in order to be able to adapt global customer management strategies when dealing with customers at different globalizational stages. In addition, the scale helps to determine a company's own position for suitable future strategy development. The importance of the level of corporate globalization is often stressed in literature, but no empirical approach has been developed before now. This book is the first to present an innovative and empirical segmentation approach of high practical applicability