GLOBAL PRODUCT POSITIONING BY BLAIR CHRISTIE

After the global market has been segmented and one or more segments have been targeted, it is essential to plan a way to reach the target.To achieve this task, marketers use positioning, a process whereby a company establishes an image for its product in the minds of consumers relative to the image of competitors product offerings . In today's global market environment, many companies find it increasingly important to have a unified global positioning strategy.

Can global positioning work for all products? One study suggests that global posotioning is most effective for product categories that approach either end of a "high-touch/high-tech" continuum. Both ends of the continuum are characterized by high levels of customer involvement and by a shared "language" among consumers.