Right time, right place, right strategy: Positioning and performance in host markets

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The age-old problem for firms seeking to exploit international markets is how to position themselves to maximum effect in a given country. Should they redefine themselves and their brand so that they “fit in” with the market and its expectations, or trade on the fact they are foreign and what that may mean in terms of quality or value perceptions. Or indeed, why not try both, and some firms have to hedged their bets in adopting elements of both positions so as not to alienate a market completely. The answer for any firm lies somewhere among these three broad options.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Right time, right place, right strategy: Positioning and performance in host markets", Strategic Direction, Vol. 34 No. 9, pp. 29-31. https://doi.org/10.1108/SD-07-2018-0147