Etic studies state that theories, constructs, scales, phenomena, etc. are all universal and applicable to all context, they are free of contexts, so they focus on comparisons between contexts. Whereas, emic studies approach each theory, construct, scale, phenomenon, etc. as it is specific to each context, they are particular and almost only valid in the current context, not in other context, they are highly context-dependent, hence not applicable to other contexts.
Published in Chapter:
The Challenge of International Market Segmentation in Emerging Markets
Ramazan Nacar (Istanbul Technical University, Turkey & Yalova University, Turkey) and Nimet Uray (İstanbul Technical University, Turkey)
Copyright: © 2016
|Pages: 20
DOI: 10.4018/978-1-4666-9806-2.ch003
Abstract
Increasing paradoxical effects of globalization resulted in the increased homogenization and heterogenization of international markets. Globalization with its varying effects also increased the significance of international market segmentation over the last few decades. Despite the increased presence and usage of international market segmentation, in recent times, the rise of emerging markets have challenged the concepts and methods of international market segmentation. In order to address key issues of international market segmentation in emerging markets, this study briefly examined and assessed foremost conceptual and methodological issues of international market segmentation in emerging markets. Suggestions and future research directions are also provided.