This paper examines the conceptual linkages between global segmentation strategy and brand positioning from the perspective of firms operating in increasingly globalized markets. The manuscript suggests the combined use of macro/country-level as well as micro/behavioral-level bases of segmentation in order to leverage similar strategic positioning across global markets. The analysis presented paves the way for embarking on future research to enrich the academic understanding and managerial practice of linking global segmentation with strategic positioning decisions.
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Hassan et al. (2011) studied this question.
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