SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation

Agnes Boutin () and Charlotte Gaston Breton ()
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Agnes Boutin: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Charlotte Gaston Breton: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: This article studies the socio-economic and cultural characteristics in emerging markets segmentation and their influence upon international communication. The conceptual developments are based upon the Prahalad's economic pyramid and the acculturation approach. The proposed framework to analyze communication strategies is illustrated with the advertisements of several foreign advertisers in two emerging markets, Russia and Morocco.

Keywords: international advertising; cultural values; acculturation; emerging markets; communication internationale; segmentation; valeurs; acculuration; marchés émergents (search for similar items in EconPapers)
Date: 2006-12
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00355541v1
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Published in Décisions Marketing, 2006, 43-44, pp.79

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00355541

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