Abstract
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.
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