Résumé. — Les valeurs humaines forment une base particulièrement bien adaptée à la segmentation internationale. Dans cet article, nous proposons une méthodologie de recherche sur la segmentation internationale par les valeurs, basée sur la notion de systèmes de valeurs propre à Rokeach. Ce modèle permet des classements incomplets et incorpore les valeurs terminales et instrumentales. Le modèle permet d'obtenir des estimations de la taille des segments, de la distribution des segments par pays et de l'importance relative de chaque valeur pour chaque segment. Cette méthodologie est ensuite appliquée lors d'une étude empirique sur trois grands pays européens, la Grande-Bretagne, l'Italie et l'Allemagne de l'ouest. Ces données nous servent à évaluer la validité des résultats d'une segmentation internationale et à tester trois propositions de recherche.
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