Examining world market segmentation and brand positioning strategies

Salah S. Hassan (The George Washington University, Washington, DC, USA)
Stephen Craft (University of Montevallo, Montevallo, Alabama, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 27 July 2012



This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.


This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.


The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.

Practical implications

The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions in world markets.


This paper is unique in identifying a link between global brand positioning and segmentation factors.



Hassan, S. and Craft, S. (2012), "Examining world market segmentation and brand positioning strategies", Journal of Consumer Marketing, Vol. 29 No. 5, pp. 344-356. https://doi.org/10.1108/07363761211247460

Download as .RIS



Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.