Journal of Consumer Marketing · 1987 · 82 citations · 0 references
BusinessMarketingMarketing ManagementAdvertisingInternational MarketingMarketing StrategyBrand PositioningGlobal BrandingGlobal Market SegmentationInternational AdvertisingInternational BrandingInternational Marketing StrategyGlobal Advertising StrategyGlobal Market PositioningGlobal Positioning StrategyInternational Advertising PositioningInternational Brand PositioningInternational PositioningMultinational Marketing StrategyTransnational Marketing Strategy
The global versus multinational marketing debate, initiated about twenty‑five years ago, has highlighted the pros and cons of each approach. The article aims to review how global companies achieve worldwide marketing success, focusing on print advertising practices in Japan, Europe, and the Middle East. The study illustrates emerging positioning strategies through a discussion of world‑brand establishment, global market segmentation by consumer similarities and product benefits, and universal themes. The article presents ad examples that demonstrate universal themes and positioning strategies across high‑tech and high‑touch product categories.
Since the global versus multinational marketing debate began some twenty‐five years ago, pros and cons of each approach have been well recognized. This article provides an overview of the various methods by which global companies are achieving worldwide marketing success. Emerging positioning strategies are illustrated against a background discussion on establishing a world brand, segmenting global markets on the basis of consumer similarities and product benefits, and the recognition of universal themes. The basis for this research was to look at what is being done in the global marketing and advertising arena via print advertising from Japan, Europe, and the Middle East. Examples of ads are provided to illustrate various universal themes and positioning strategies in both the high‐tech and high‐touch product categories.