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What is Global Market Segmentation Strategies about?

This article examines the relationship between bases used for segmenting world markets and strategies for positioning global brands. It reports on two studies that explored this relationship. The first study found that global top brands tend to use both macro-level (e.g. geographic) and micro-level (e.g. demographic) bases for segmentation and pursue combined global and localized positioning strategies. The second study found that brands seeking more localized positioning strategies rely only on micro-level

Author

Aura Cristina Bello

Language

EN