International Product Positioning&ast

Johny K Johansson and Hans B Thorelli
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Johny K Johansson: University of Washington
Hans B Thorelli: Indiana University

Journal of International Business Studies, 1985, vol. 16, issue 3, 57-75

Abstract: One of the cornerstones of a firm's marketing strategy in any market is the development of an appropriate product positioning plan. This paper argues that may of the same considerations that go into the positioning strategy in the home country are directly relevant for international markets. There is an added elements of complexity in that the country-of-origin of the imported product will often be a salient factor in the buyer evaluation process. The effect of country stereotype will be to shift the position of the product in the perceptual space and alter the overall evaluation of its merits. The competitive strength of the product will thus be affected by country biases. The paper shows how these factors can be dealt with in the management of the “international product positioning” task.© 1985 JIBS. Journal of International Business Studies (1985) 16, 57–75

Date: 1985
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