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The unicist ontology of market segmentation can be described in its universal elements.
This defines cross-cultural segments which behave within the structure of the myths, taboos and utopias of each culture. That is why it is necessary to design globally but operate locally.
Such cross-cultural segments are:
The independent seeks concrete personal benefits or utopias. He exercises pressure to accommodate realities to obtain benefits. When independent individuals are expansive, they seek benefits; when they try to avoid contraction, they foster utopias.
Conservative individuals try to adapt to their external reality by choosing one of the two ways they consider feasible:
a) Following the rules of a culture (when they are expanding)
b) Approaching reality rationally (when they try to avoid contraction)
Dominant individuals establish the rules of the environment. They build the necessary micro-cultures to be in a leading position. They are representatives of the culture (when they are expanding) or foster the evolution of their environment (when they try to avoid contraction).
Influential individuals base their influence on their innovation capacity. Their creativity and idealism drives them towards two different ways to exert influence:
1) Propose innovations based on ideas (when they are expanding)
2) Propose innovations based on creations (when they try to avoid contraction)
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