Even if this approach provides insights about potential target country markets, no information is provided on the within-country consumers‘ heterogeneity and their response to marketing efforts. In this context it has to be stated that the globalization of consumer markets and the global acceptance of products and brands lead to a globalization of consumers‘ behaviors and attitudes. Existing studies show that on certain consumer behaviors, cross-cultural differences have minimal or no impact (Elinder 1961; Fatt 1964; Levitt 1983; Ohmae 1985; Roostal 1963) and that, under certain conditions, there is a greater similarity in the values of customers from.
