This research article summarizes issues and perspectives in international market segmentation. It discusses conceptual issues like level of aggregation and choice of segmentation criteria. Methodological issues covered include measure equivalence, sampling equivalence, and segmentation methods. The article reviews previous empirical studies and their results, such as geographically segmented markets and cross-national segments. It proposes a theoretical framework with conceptual and methodological issues as independent variables affecting better international market segmentation as the dependent variable. Suggestions are made to address key challenges through two-stage segmentation and model-based approaches.