Mr. International
Strategic Guide to International Brand Branding
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After having segmented its markets and decided on a general strategy, following a double analysis of attractiveness-competitiveness, the company must make its choices of targeting and concrete positioning. Different hedging strategies can be considered: targeting, undifferentiated, differentiated, complete or partial, concentrated or tailor-made. International targeting and positioning pose a problem of strategic importance in an interconnected global economy where the adaptation-standardization dilemma arises even more acutely. Today, most international environments are global or, at least, t...
After having segmented its markets and decided on a general strategy, following a double analysis of attractiveness-competitiveness, the company must make its choices of targeting and concrete positioning. Different hedging strategies can be considered: targeting, undifferentiated, differentiated, complete or partial, concentrated or tailor-made. International targeting and positioning pose a problem of strategic importance in an interconnected global economy where the adaptation-standardization dilemma arises even more acutely. Today, most international environments are global or, at least, transnational and require the definition of segments that cross geographical borders. The objective will be, after having identified supranational or universal segments that can be approached with a standardized marketing strategy, to develop a global, intermediate or local policy according to the intensity of the international "standardization-adaptation" dilemma.
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