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International Product Positioning*


  • Johny K Johansson

    (University of Washington)

  • Hans B Thorelli

    (Indiana University)


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

Suggested Citation

  • Johny K Johansson & Hans B Thorelli, 1985. "International Product Positioning*," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 16(3), pages 57-75, September.
  • Handle: RePEc:pal:jintbs:v:16:y:1985:i:3:p:57-75

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    Cited by:

    1. Sakhhi Chhabra, 2016. "Designing value proposition for passenger cars based on customer`s preferred attributes: An emerging market perspective," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 6(8), pages 210-227, August.
    2. repec:zbw:fubjbm:162845 is not listed on IDEAS
    3. Moon, Hwy-Chang & Roehl, Thomas W., 2001. "Unconventional foreign direct investment and the imbalance theory," International Business Review, Elsevier, vol. 10(2), pages 197-215, April.

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