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IBS Departmental Research Meeting - A Theory of Market Segmentation

Henley Business School
Event information
Date 4 October 2023
Time 13:00-14:30 (Timezone: Europe/London)
Price Free
Venue Henley Business School
Event types:

You are cordially invited to attend an IBS Departmental Research Meeting, during which there will be a presentation by Professor Mark Casson, University of Reading. A reminder that attendance for IBS (full time, research oriented) staff and full-time students is compulsory, and where possible, must be in person. Individuals unable to attend in person, due to legitimate reasons will be provided a Teams link on request. Non-IBS staff are welcome to attend, but must register prior to the event. If you have not received the email invite please email Angie Clark.

Please join us in Room 108, Henley Business School, if you would like to attend, please register using the link below:

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Please make sure you let me know in advance if you intend to attend in person so that the correct amount of catering is booked.

Title: Uncertainty and divestment in foreign countries

Presenter: Professor Mark Casson - University of Reading

Date: Wednesday 4th October 2023

Time: 13.00 – 14.15 pm


Many multinationals serve segmented markets. Some markets are segmented by product variety – e.g. some varieties carry premium prices and others bargain prices. Markets are also segmented geographically, with some markets being more costly to serve than others (depending on where production is based). Rival firms may avoid head-to-head competition by operating in different segments. The paper presents an economic model of market segmentation derived from the entrepreneurship literature. It discusses its mathematical properties and demonstrates the method of solution. The paper concludes by discussing practical applications of the model to international business strategy.